Walmart works with DreamWorks Gift Shop to celebrate the launch of the new DreamWorks' How to Train Your Dragon movie. The retail label announces that it will set up virtual reality dragon-riding experiences in the parking lots for a time span of five minutes.
The experience is developed by Spatial& and DreamWorks, making a traditional retail experience feel like a theme park experience. The installation starts off with a character greeting within an onboarding tent before it moves into a VR world with motion chairs and headsets. The ride is free and set up to led gifts into a themed gift shop directly following the experience. The activation is meant to enable a befriending experience with the characters, giving guests the chance to create a deeper connection prompting them to purchase items in the gift shop.