Designed to demonstrate the brand's support for the Rugby World Cup, the simulator features a screen that displays two rugby posts, which participants are required to kick a rugby ball through.
It measures how hard people kick the ball, or ball speed, as well as the accuracy of their kick. The top half of the screen will display the scores, with one winner to receive an Under Armour voucher.
A flashmob in the form of a choir singing the English national anthem and ‘Swing Low’ will support the activity, and two eight-man teams will be participating in mini games alongside the activation.
The simulator was first trialled internally at News UK’s offices, and it will travel to Edinburgh and Dublin next month. It will descend on Canada Square, Canary Wharf from 3pm until 7pm.
News UK selected agency Slice for the activity, to help bring to life what the company's brands are trying to achieve.More technology-based activations around the Rugby World Cup:
- O2 claims the world's largest projection in support of England Rugby
- Samsung launches interactive rugby game on Piccadilly Circus screen
- In pictures: Heineken transforms Somerset House into rugby stadium