This sounds very cool: Coors Light teamed up with Time Inc. to use virtual reality to bring fans of the University of Southern California Trojans to the field at LA Memorial Coliseum to see what it’s like inside the huddle and be part of the action. University of Texas fans got behind-the-scenes access to Darrell K Royal–Texas Memorial Stadium, including an in-depth look at the newly renovated locker rooms, with former UT star Jordan Shipley.
“Right now, college football fans are standing loyally next to their teams every weekend as they climb their way up the college football rankings,” said Zach Fatla, Coors Light senior marketing manager. “We wanted to create memorable, immersive experiences and our relationship with The Foundry at Time Inc. has helped bring this powerful storytelling to life.”
The LIFE VR experiences were created as part of Coors Light’s new year-round loyalty program, Coors Light XP, which stands for experience points. People earn points by purchasing Coors Light 12-packs or 15-packs of aluminum pints, posting to social media using #CoorsLightXPRewards, or playing trivia at their favorite bars and restaurants that serve Coors Light. Points can be cashed in for limited-edition gear, tickets and one-of-a-kind experiences like the chance to play flag football at LA Memorial Coliseum or taking a tour of Darrell K. Royal-Texas Memorial Stadium with Jordan Shipley – turning the VR experience into a real, memorable opportunity of a lifetime.
The branded VR experiences will be brought to fans via on-site Coors Light activations at participating bars and restaurants and distributed on the LIFE VR app (on iOS and Android). 360-degree video versions of the content also will be shared on SI.com and across Time Inc.’s digital platforms during the college football season.