Under Armour Uses VR to Promote its New Brand House
To tease the opening of its new Brand House in Boston, Under Armour made use of an often overlooked engagement opportunity: construction barricades. Instead of posting the standard “Coming Soon” signage, Under Armour gave consumers a virtual glimpse behind “the curtain” with virtual reality goggles. Two headsets were built into the barricade, manned by brand ambassadors, allowing consumers to see what Brand House would offer.
In the virtual reality experience, consumers were greeted by Boston Red Sox favorite Jackie Bradley Jr., who narrated the experience. They then looked around inside what the new store will look like, down to what merchandise it will carry (all based on real schematics and real merchandise, placed exactly where it will appear in-store).
In addition, hundreds of Google Cardboard handsets were sent to local media who could take a tour for themselves. The result: rich data from a new market collected from the simple registration process at the activation, and no “pardon our mess” cliché.