Coors is letting bar-goers choose their summer outdoor adventure with a virtual reality campaign in which they can choose to go white water kayaking (seen here), downhill mountain biking or surfing.
The VR experience, which will also run on YouTube as a series of 360 degrees videos, will be available in thousands of bars across the U.S., with participants using a Google Cardboard viewer. Viewers will be given a Coors Light as a "reward" afterwards, delivered by a brand ambassador.
Each adventure begins with a panoramic view from the top of the Rocky Mountains and lets users choose which "summer mountain" activity they'll explore. All were filmed in Australia. In the surfing VR experience, viewers can ride the Shipstern Bluff in Tasmania, while the kayaking VR course allows them to navigate the waters of Behana Gorge, Wooroonooran. The mountain biking experience was filmed in Cairns, which hosted the Mountain Bike World Cup 2016.
The experience was created by 72andSunny and produced by Unit9.