Using an element of pop culture, Fuse brought forward the essential quality of the VIVE technology: immersion.

We launched VIVE as an hour long immersive theatre show with 15 minutes of VR weaved into the storyline in a way that enhanced the experience. The same event took place in London and Paris.

Playfully named ‘Virtually Dead’, the unique experience invited ticketholders to enter “an immersive world” in the fight to save a small town from a plague of Zombies.

Set in a ‘secret location’ and boasting a cast of 35 actors, the production spanned over a kilometre, guiding participants through an interactive story before entering designated ‘VR Zones’ where the action was taken to new levels in virtual reality.

The sold-out show combined previously unseen VR technology with interactive performance and exclusive gaming content, aiming to create an experience that would blur the lines between reality and fiction.

Implementation:

Noma Labs promoted the event on their platform, Dojo which received particularly high engagement levels from the target audience.

Vertigo Games created a bespoke version of Arizona Sunshine.

Fuse secured advertising space in the most relevant geographical locations.

Timeline, Placement and Scale:

Facebook teaser videos were distributed on Dojo’s social channels two months before the launch.

Print advertisements were placed in underground stations in London two weeks prior to the event, selected based on footfall and area demographics.

On the day of the event, participants would be transported to the venue where they were ushered in through a 1km long warehouse. A cast of 35 actors created a series of scary moments.

At the peak of the experience, participants would use VIVE to fight zombies in a bespoke version of the Arizona Sunshine game.

Post-event, an email campaign invited ticket purchasers to pre-order the headset.

Audience engagement:

• 900 tickets to the event sold out in five minutes

• Global reach of the campaign was 150 million

• Instagram reach: 1.2m

• Facebook reach: 3.5m

• Twitter reach: 1.5m

• Video views: 2.1 million

• Dojo in-app activation: 146,555 impressions, 5,661 clicks and 949 clicks to booking page

• Post event email campaign results: 3911 recipients, 74% open rate, 24% click through rate (pre-order link)

Product trials KPI: 3120 in London, 1872 in Paris

• The experience drove 10,000 product trials, double the total number of trials initially agreed

• 900 shows were delivered over the course of three weeks, equivalent to a West End theatre production running for over two years.

Media value

• Estimated press coverage value: £900,000