Advertisers have done some cool things with virtual reality -- allowing consumers to pretend they're in Game of Thrones, immerse themselves in a sensory chewing gum experience, or feel what it's like to be a pro skater. But now it seems the VR revolution is becoming more serious. At the Detriot Auto Show, for example, Toyota let teens experience what it's like to drive distracted, and now the British Army is using Oculus Rift to target recruits for its reservists program.
As part of a new campaign through JWT London (which also includes a TV spot, giving potential recruits a taste of what they could be doing as an army reservist), today the British Army launched an "Oculus Rift Roadshow," letting commuters in London and Manchester experience what it's like to sit in a Challenger 2 Tank.
The experience, created by London-based Visualise, uses 360 degree footage of the tank from the ad. The user sits in a Range Rover and dons an Oculus Rift headset to "enter" the battlefield, where he or she becomes a crewman in the tank and can communicate with other soldiers.