into the game
How a VR activation encouraged fans to come back for more
What we did
To encourage baseball fans to buy tickets and attend games, R&R partnered with Cox Communications and the Arizona Diamondbacks to produce VR content and an activation strategy to engage fans during the 2017 season. Using spring-training and opening-day footage, we shot, edited and produced over 20 unique 360-degree videos accompanied by motion graphics and custom music to be used in the Diamondbacks’ VR activation. At the permanent fixture in the Chase Field concourse, featuring two HTC VIVEs and six Samsung Gear VRs, fans were introduced to new content throughout the season, which included behind-the-scenes tours, players’ stories and first-person perspectives.
The content extended outside the stadium, featured on multiple channels including social, direct mail and branded promotional material, encouraging fans to come back for more, creating a great ROI on content production.