Samsung is promoting its Gear VR with a 4D virtual reality experience based on "The Night Before Christmas," in which residents of New York and L.A. will get to go on a virtual sleigh ride with Santa.
The sleigh experience is taking place at Herald Square in New York City, The Grove in Los Angeles and Samsung 837, the brand's digital center in Manhattan's Meatpacking District, from now until the New Year. Users will wear Samsung Gear VR and will be taken on an "immersive and entertaining sleigh ride."
"The Night Before" lets viewers ride shotgun with a bumbling Santa (played by James Cosmo of "Game of Thrones") who on Christmas Eve decides to take a joyride past the Pyramids and through Tokyo before making a delivery, but after fiddling with his controls accidentally ends up in outer space -- showing us what flying reindeer do in zero gravity. But thanks to the ingnenuity of his little helper, an elf named Pepper played by Ashley Madekwe, he gets back on track and safely returns to his workshop.
You can check out a 360-degree video version here.
Wieden & Kennedy Portland worked on the project along with diretor Nima Nourizadeh via Here Be Dragons. A variation of the experience will be available at select malls across the U.S. starting Dec.14.