To introduce its newest hiking boot, the Capra, Merrell created a virtual-reality experience powered by Oculus Rift that transported users to a perilous trail high in the Dolomites.
Merrell #TrailScape debuted at Sundance and took nearly 1,000 festival-goers “hiking” over a shaky wooden bridge and around a super-narrow ledge while the mountain crumbled around them. The activation is being billed as the first commercial use of “walk around” virtual reality. In addition to the virtual reality experience, Merrell’s boot launch also includes a media partnership with Rolling Stone in which both brands hope to collaborate to bring the consumer a breathtaking experience that inspires them to connect with the awe of the outdoors. With the ability to deliver totally immersive experiences for fans, expect to see more and more brands take advantage of this technology.