To get consumers in the right frame of mind for trying on its outerwear gear, North Face set up a VR experience for mall-goers. This involved stepping into a snowy booth and being geared up to virtually lead an immersive 360-degree dog sled race. While the marketing experience could have easily stopped here, the minute the headsets were removed, participants were launched into a real dog sled race through the mall.
This combination of a pop-up polar camp, experiential marketing and virtual reality make this North Face stunt one extreme adventure that will be unforgettable the next time the individuals involved go to purchase a coat.
The stunt is perfectly summed up by one social tag, #Sudden Exploration, that captures the spirit of the brand and this wild advertising adventure.
Indoor Sledding Stunts
North Face's Dog Sledding VR Experience Launches a Real-Life Race
Trend Themes
1. Experiential Marketing - The use of immersive and interactive experiences to engage consumers and create lasting impressions, offering opportunities for brands to stand out in a crowded market.
2. Virtual Reality - The use of technology to create simulated environments, allowing brands to provide unique and memorable experiences that transcend physical limitations.
3. Pop-up Retail - Temporary retail spaces that offer brands the ability to create immersive and personalized experiences, disrupting traditional brick-and-mortar retail.
Industry Implications
1. Outdoor Apparel - The outdoor apparel industry can utilize experiential marketing and virtual reality to showcase their products in action, inspiring consumers to make purchases and fueling brand loyalty.
2. Digital Entertainment - The digital entertainment industry can leverage virtual reality to create engaging and interactive experiences for users, disrupting traditional forms of entertainment.
3. Mall Retail - Mall retailers can embrace pop-up retail concepts to create unique and memorable experiences that drive foot traffic and enhance customer engagement, disrupting the traditional shopping experience.