To get consumers in the right frame of mind for trying on its outerwear gear, North Face set up a VR experience for mall-goers. This involved stepping into a snowy booth and being geared up to virtually lead an immersive 360-degree dog sled race. While the marketing experience could have easily stopped here, the minute the headsets were removed, participants were launched into a real dog sled race through the mall.
This combination of a pop-up polar camp, experiential marketing and virtual reality make this North Face stunt one extreme adventure that will be unforgettable the next time the individuals involved go to purchase a coat.
The stunt is perfectly summed up by one social tag, #Sudden Exploration, that captures the spirit of the brand and this wild advertising adventure.