The event took place in Nashville, Tennessee. UK-based retail and shopper marketing agency Savvy was brought on board to create the VR project for sponsor Reebok within the tournament’s Fan Fair.
The experience allowed fans to find out what it feels like to place for an All-Star ice hockey team. Samsung Gear technology was coupled with a SubPac tactile bass system to create an immersive experience.
Users were also encouraged to wear a hockey jersey, while the SubPac backpack vibrated each time the ‘player’ was knocked by another.
Isla Kirby, digital director at Savvy, said: "Reebok are a leader in their category and to remain as such are keen to invest in emerging technologies such as VR so that they can be first to market with initiatives and ground-breaking brand experiences.
"The success so far in terms of consumer engagement speaks for itself and given this is the year VR is likely to come of age, this project is a great foundation to build on."
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