Hosted in Nashville, Tennessee, the 2016 NHL All-Star Weekend included an immersive VR pop-up from sports equipment and apparel brand Reebok. The virtual reality experience was created by UK-based retail marketing agency Savvy, who designed the pop-up for the event's Fan Fair.
The immersive Reebok x NHL VR pop-up used Samsung's virtual reality helmet and aimed to let fans experience the thrill of competing in the NHL All-Star Game. A haptic vest attached to the Samsung system vibrated when guests were body-checked by other players in the reality.
Given that the All-Star events are spread out over the weekend, the Reebok activation is an excellent way to engage fans who find themselves with free time ahead of games and activities.