Given how litigious our country (United States) has become, brands are very susceptible to risk and lawsuits. That risk multiplies exponentially once we move brand messaging to a physical experience, like our TrailScape activation.

Since this was a first-ever "walkaround" VR experience, one of the biggest challenges was creating a thorough and customized legal-release form for participants to sign.

Additionally, by partnering with a highly visible media partner in Wenner & Rolling Stone, we were able to create, capture, and distribute content as editorial content, thereby skirting some of the restrictions we would normally face if the brand published the content.

We developed a virtual reality platform using the Oculus Rift DK2 headset which employed an array of 18 motion-capture cameras and head-mounted tracking markers to enable participants to physically walk through a fully rendered CG reproduction of the Italian Alps. The visual experience was complemented by tactile, 4-D elements throughout the virtual hike including a rope suspension bridge, textured rocks, floor vibrations, and industrial fans to mimic the windy mountain summit. The rig was also outfitted with two cameras that captured participants’ reactions during the experience and provided them with a photo souvenir to share to their social networks upon exit.

In the four-day event, the VR experience was at maximum capacity throughout that time, with waits of up to two hours. Compared to pre-Sundance activity, social actions on Merrell’s content during Sundance were increased by 859%. Due to the heavy social activity & PR buzz, conversations surrounding Merrell increased 900% during the event, and remained elevated for the month following. This increased activity led to increased shopping, with 4,000 incremental pairs of shoes being purchased during this time frame on Merrell.com and users increasing their searches on shopping websites including Zappos and Amazon.