Virtual reality technology has become more commonly used with certain promotions, whether it’s a tie-in with a film like The Hunger Games or Paranormal Activity, or a more involving vacation-based platform for the likes of Marriott, whisking attendees away to an ideal utopia. Not content with limiting its virtual outdoors adventure to Google Cardboard or in-store virtual mountain climbing, the outerwear company The North Face sweeps some of its Korean customers away on a wild virtual reality ride… followed shortly by a real one.
The promotion (via Adweek), launched in South Korea, enabled consumers to take part in a “#SuddenExploration” adventure, in which they put on an Oculus Rift headset to get swept away to a winter wonderland, where a pack of huskies pulled them through the snowy landscape.
Then things take a turn for the wacky, as the consumers have their headset removed, and thrust into a real racing adventure where an actual dog team through an real life shopping location, complete with a rider hanging on the back. From virtual to actual, the incredible experience is shown in the video above.
This isn’t the first time that The North Face has used an “extreme” advertising program, as it launched something last year in which consumers experienced a “Never Stop Exploring” campaign in which consumers found themselves in a room with a disappearing floor, forcing them to hop onto a nearby climbing wall. By doing so, they have the opportunity to grab onto a jacket hanging on a nearby hook or drop down to the safety mat below.
Are these videos a bit on the “extreme” side Yes, but The North Face has been known for its extensive outdoor gear, so these videos seem to be right up its alley when it comes to advertising. It looks like these VR-to-Life experiences are limited The North Face stores in in S. Korea, with no indication that a similar campaign is coming to the U.S.
Regardless, the videos are fun to watch, and can help to promote the clothing line in other parts of the world.