Footwear Brand Invites Sundance Attendees to Virtual Reality Hike
Merrell explores marketing peaks with immersive imagery to inspire film festival attendees
More and more brands are taking advantage of virtual reality as a new storytelling medium to connect with consumers. Case in point: the off-the-road experience outdoor apparel company Merrell has planned for this year’s Sundance Film Festival.
With the help of Oscar-winning visual effects/content studio Framestore (known for work on the film Gravity) and advertising agency Hill Holliday, Merrell will treat attendees to an Oculus Rift experience it calls TrailScape in support of the launch of its new hiking boot, the Capra. The boot is named and designed after the Capra mountain goat, known to scramble through trails and mountainsides.