# Immersive Hockey VR Campaigns Reebok Hosted a VR Pop-Up at the 2016 NHL All-Star Weekend By Rebecca Byers | Published 2016-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/vr-popup References: [eventmagazine](http://www.eventmagazine.co.uk/global-reebok-launches-vr-product-national-hockey-league-event/brands/article/1381950) Hosted in Nashville, Tennessee, the 2016 NHL All-Star Weekend included an immersive VR pop-up from sports equipment and apparel brand [Reebok](https://www.trendhunter.com/trends/courting-greatness). The virtual reality experience was created by UK-based retail marketing agency [Savvy](https://www.trendhunter.com/trends/savvy-sliders), who designed the pop-up for the event's Fan Fair. The immersive Reebok x NHL VR pop-up used [Samsung's](https://www.trendhunter.com/trends/samsung-odyssey-gaming-booth) 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. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 36% | Activity: 38% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Immersive VR Experiences:** Opportunity for brands to create immersive VR experiences to engage fans and consumers. - **Haptic Feedback Technology:** Incorporating haptic feedback technology in VR experiences for a more realistic and engaging user interaction. - **Sports Marketing:** Utilizing immersive VR campaigns as a unique marketing strategy to enhance fan engagement and brand awareness. ### Who This Affects Most - **Sports Equipment and Apparel:** Sports equipment and apparel brands can leverage immersive VR campaigns to showcase products and engage consumers. - **Retail Marketing:** Retail marketing agencies can specialize in creating immersive VR experiences for brands to engage customers and drive sales. - **Event Activations:** Event organizers can offer immersive VR pop-ups to enhance the overall event experience and attract attendees. ## Related on Trend Hunter - [Mixed-Reality Burrito Ads](https://www.trendhunter.com/trends/chipotle-1.md) - [Athlete-Inspired Interactive Experiences](https://www.trendhunter.com/trends/g-arena.md) - [Sports-Inspired Pop-Up Shop Metaverses](https://www.trendhunter.com/trends/shop-metaverse.md) - [AR Locker Rooms](https://www.trendhunter.com/trends/ar-locker-room.md) - [Sports Event Virtual-Reality Apps](https://www.trendhunter.com/trends/xtadium.md) - [Digital Footwear Experiences](https://www.trendhunter.com/trends/reebok-impact.md) - [Athletics-Inspired Greek Yogurt Campaigns](https://www.trendhunter.com/trends/oikos-pros.md) - [Playful Hockey Campaigns](https://www.trendhunter.com/trends/beard-in-a-box.md) - [Active Wearable Tech](https://www.trendhunter.com/trends/active-wearable-tech.md)