Case Study: Sperry brings America’s Cup thrills to shoppers with SpecialGuest’s immersive 7 Seas VR experience

Sperry brings America’s Cup to life with SpecialGuest’s 360° VR experience

SpecialGuest was enlisted by Sperry to create an innovative marketing activation that brought its partnership with America's Cup to life and put its 7 Seas shoe traction to the test. The challenge was to achieve this without requiring participants to actually step aboard a boat, creating an accessible yet immersive experience.

The solution SpecialGuest implemented was a traveling virtual reality installation. They created a premium Oculus Rift experience using 360-degree footage from an America's Cup race, placing users on a motorized platform that synced with the boat's movement. This was enhanced with wind and water spray effects for a full sensory immersion. SpecialGuest successfully delivered a novel way for participants to experience the high-performance brand, effectively translating the intensity of sailing into an engaging on-land event.

Sperry