Brown-forman Oculus Rift

Fire Eater's first campaign features virtual circus Oculus Rift experience


By Natalie Mortimer, N/A

May 27, 2014 | 2 min read

Wine and spirits company Brown-Forman has developed a virtual circus experience using Oculus Rift to launch its new product Fire Eater, a hot cinnamon liqueur under the Early Times brand.

The virtual big top circus experience, developed by Critical Mass and photographer Tim Bret Day, will be showcased during a UK tour of bars in Sheffield, Leeds, Liverpool and Glasgow and transport consumers into the “fantastical” 19th century circus world of Fire Eater, bringing to life “The Greatest Shot on Earth” campaign.

Once wearing the Oculus Rift headset, the user virtually climbs to the top of a high-board diving platform, fifty-feet above the circus crowds, before diving through three rings of fire and plunging head-first into a tiny pool of water.

Roisin Timoney, ‎brand manager, vodkas and innovation at Brown-Forman commented: “Our brief challenged the team at Critical Mass to deliver a visually rich, category busting campaign. What they’ve delivered has more than met that brief. Integrating the Oculus Rift into the consumer experience was inspired, and Tim Bret Day’s photography proved to be outstandingly rich and vibrant, truly capturing the personality of the Fire Eater brand.”

The virtual reality experience was produced by experiential production agency Inition.

“The Greatest Shot on Earth” UK tour kicked-off on earlier this month and will be supported with in-store retail displays and a new responsive website.

The campaign will continue for the duration of 2014, with film and experiential elements rolling out over the coming months.

Brown-forman Oculus Rift

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Critical Mass

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and...

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