Gatorade’s latest foray into virtual reality allows viewers to see what it’s like to go up to bat as Washington Nationals right fielder Bryce Harper.
The stunt follows similar 360-degree experiences the brand released earlier this year, where fans of sports stars including Serena Williams, J.J. Watt and Usain Bolt can immerse themselves in each athlete’s training regimen, as Gatorade and dozens of other brands continue to tinker with the technology ahead of next year's much-hyped public launch of the Oculus Rift virtual reality headset.
The latest activation, created in partnership with OMD’s Zero Code and The Mill, is available for consumers to watch on YouTube’s hub for virtual reality videos ‘#360Video’ and can also be viewed using Google Cardboard.
Kenny Mitchell, senior director of consumer engagement at Gatorade, told The Drum that he thinks virtual reality is the next frontier for the brand in terms of building on the success it has seen integrating its products and messaging in the gaming space with games like Madden.
“I think virtual reality is going to play a very big role in terms of gaming, where we have a pretty strong history,” he said. “We’re always looking for new technologies and new ways to leverage platforms to bring a unique experience to our consumers and to athletes.”
While nothing is set in stone yet, he said there’s a possibility that the brand release will further virtual reality experiences during next year’s Super Bowl and NBA All-Star game.