O2 worked with agencies M&C Saatchi and Happy Finish to create an experience that combines 360 film and core gameplay (CG), and aims to give guests a unique rugby-themed experience.
Viewers will be able to virtually join the England Rugby team for a training session at Twickenham Stadium. The technology will also allow them to explore the training grounds, and test their skills against champions of the sport.
The experience aims to be as real as possible, allowing viewers to practice conversions and tackles. The game-players' performance affects the outcome, so viewers are encouraged to give it their all.
O2’s 'Wear The Rose' VR campaign launched during the Six Nations rugby tournament this year, and continues to be available at Twickenham on match days. It has also been rolled out to 90 O2 stores nationwide.
Earlier this month, it was announced that O2's new #FollowTheRabbit campaign would feature a focus on live experiences. In February, O2 and AEG renewed their partnership at The O2 for a further ten years.
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