This groundbreaking experience redefined how sports stories could be told. Only a backdrop as epic as Everest proved suitable as the 3 climbers recorded their journey to the pinnacle of the world in 360-degrees.

Of the hundreds of people who attempt to scale Everest each year, an even smaller number make it to the top. We set out to document the experience in a way nobody has done before. Their story, one of hope, team work, and perseverance was captured in the first virtual reality climb from the bottom to the top of Everest: “Capturing Everest.”

The experience revolutionized storytelling into multisensory cross-platform experiences leveraging technology to simultaneously exceed the desires of our consumers and the objectives of our marketing partners.

About a year prior to the campaign launch 3 climbers recorded their seven-week climb of Mount Everest in 360-degree video, resulting in four episodes following their harrowing journey and uniquely inspiring backstories. It would become the first-ever ascent of the world’s tallest mountain in virtual reality on the LIFE VR Virtual reality platform—in concert with comprehensive coverage across SI’s properties, including a microsite on SI.com with 360-video versions of the episodes and a cover story. This also marked the first-ever augmented-reality issue from SI, allowing users to scan select images in the magazine to instantly activate multimedia content on their mobile device using the LIFE VR app.

Miller Coors owned the cover of Sports Illustrated. With a cover flap and back cover activated with augmented reality, we created the first AR pre-roll which launched off the cover of the magazine into a 360-video of Capturing Everest.

No one has ever felt Everest like this. The ominous crackling of an icefall. The steepness of a snowy crevasse that must be crossed. The loneliness of a cramped base-camp tent. The breathtaking beauty of life at unimaginable altitude. Capturing Everest allowed audiences to stand with their own two feet on the peak. Serving as a multi-platform, multi-brand program; Capturing Everest exemplifies the success achieved through visionary teamwork. As a result, we changed perception of traditional media for consumers and marketing partners alike. We had brought together emerging and traditional media; creating a bridge for how stories can truly come to life.

845MM organic media impressions testify how deeply the immersive storytelling resonated, but what truly indicated a readiness to experience this type of storytelling was a 30% spike in downloads of the LIFE VR app.