Our #campaignwatch is a collection of the best virtual reality / augmented reality marketing campaigns around the globe. We only pick the best ones forcing the industry to create full virtual experiences for brands. This time it’s Merrell's Virtual Hike campaign.
How the brand benefited from virtual reality in the campaign?
Merrell launched a new hiking boot called Capra, and they wanted to share the hiking experience with their customers. They set up a breathtaking presentation called Trailscape taking the users on a dangerous mountain hike. An experience that most people are afraid to try. Merrell created total immersion, and boosted the visuals with motion capture; so the users could walk around, and look around in the virtual reality.
Why this marketing campaign is important?
This was one of the first campaigns using motion capture extensively in connection with a virtual environment. The experience of freely roaming around boosted the brand by magnitudes.