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Martell cognac packaging transforms into Google Cardboard to support 360-degree mobile experience

Martell, the luxury cognac brand, has released a limited editon range – La French Touch - with packaging that transforms into a Google Cardboard VR headset to enable fans to experience a 360-degree mobile game.

The first of its kind packaging and game was devised by agency AKQA.

After building the Google Cardboard and mounting their mobile phone, users simply visit the webpage to be transported into a stereoscopic 3D environment.

Players are given control of the swift bird – the Martell House symbol – which they must fly from Cognac to China, passing a river and Paris at night, cross mountains and an ocean, before arriving at a bar in Shanghai. Along the way, they collect items to win points and can share scores across social channels.

The game is accompanied by a soundtrack specially composed by French musician Danger.

Martell brand director Quentin Meurisse said the idea of the campaign celebrates the brand in a contemporary way.

"La French Touch by Martell is aiming to offer a fully immersive experience – from the limited edition bottles to an exciting signature cocktail or this interactive game. We’re proud to be the first to offer such an innovative experience to our consumers," he explained.

AKQA creative director Peter Lund added: “With La French Touch we were inspired to bring VR to a wider audience by offering a product design that could be transformed into a VR headset, and by making the brand experience accessible directly in the mobile browser.”