6 Reasons Why This Brand Experience Made 887M Social Media Impressions
Lyra Studios' thoughts on the most engaging brand experience of the last 5 years, complete with a full sensory 4D virtual wilderness.
Picture the scene. You are tiptoeing through the jungle in Mexico, weaving through the luscious overgrown landscape, you feel a warm glow as the mid-afternoon sun glistens through the canopy of trees, as the breeze caresses your skin while simultaneously rustling through the flora around you.
This was the augmented experience guests in the ‘Casa Corona pop-up activation experienced through their VR headsets.
The immersive brand experience was set in the heart of Mexico, transporting you through 4 virtual realms to bring about feelings of paradise in the digital and physical forms.
Corona’s mixed reality brand experience, produced by creative agency The Mill, made attendees feel as though they were fully immersed in the natural world with heat, wind and scents to strengthen the feelings of paradise.
There was an array of content created and collected from user-generated influencer content right through to the aftermovie produced by The Lift.
Adam Grint, The Mill’s Creative Director, had this to say.
“This experience represents everything so exciting about experimenting with merging genres - taking interactive gameplay, linear narrative and live theatre and melding them together to create a new hybrid experience.”
We agree this type of mixed reality experience is truly exciting for our industry and will level up any brand's integrated marketing.
6 Reasons Why This Engaging Brand Experience Worked
Strategic use of influencers
Coordinated integrated marketing communication across varied channels
Outlandish immersive brand experience
Well executed aftermovie to elongate the experiences’ impact
Cutting-edge augmented reality technologies
Transformative pop-up design
The Brief
“To seamlessly blend live theatre and VR to bring a slice of paradise into the heart of Mexico City and create the ultimate party.” - The Mill
The Solution
The Mill provided an end-to-end service, delivering everything from the script to venue finding, VR design and the whole set build. The mammoth VR build process took half a year, and encompassed “four vast, hyper-real landscapes using Epic’s Unreal engine to allow for a ground-breaking use of sensory interaction in VR.”
Below is the technology used for the brand experience.
“Technology: 2 x Bespoke VR Zones, Oculus Rift Headsets with Leap Motion Sensors, Portable VR Backpacks, One-to-One Physical Set Builds, Environmental. Effects include Heat Lamps and Wind Machines, 4 x Interactive Virtual Environments, an AI-enabled VR hummingbird mascot, Scripted Docent & Performer. Encounters “Sunset” Exit Room that Matches Last Thing Guests See in VR.”
The Value
An unforgettable piece of integrated marketing communication that made a personal impact on 3000 influential attendees which led to over 887M social media impressions. Those numbers speak for themselves.