Located within London's Waterloo Station, a recent VR-powered Stella Artois activation offered the chance to get a literal bird's eye view of the event. The immersive campaign is a followup to their event at Wimbledon 2014, for which they produced a film profiling Rufus, a hawk that patrols the airs around the stadium in order to keep away pigeons.
For Wimbledon 2015, Stella Artois expanded on its sponsorship in its presentation of 'The Perfect Flight,' a virtual reality experience that transported individuals to the gaze of Rufus as he soared over London. The creative VR experience was produced by Unit9 for the Oculus Rift, while Stella Artois has also launched an app for Google Cardboard users.
This experiential campaign is an excellent way to interact with consumers and build the brand's presence at the annual tournament.