Recently phone network giant O2 has made a partnership with The England Rugby Team. To celebrate the partnership, the company has started off its Wear The Rose campaign. During this campaign, an Oculus Rift head-mounted display (HMD) will be taken around the UK showcasing what is the first virtual reality (VR) sports experience.
The VR experience will allow people to train with the England rugby team with the use of the HMD. Wear The Rose is intended to show people what it is like to actually be a part of the rugby team without actually training with them. The experience is set to make an appearance at England’s Twickenham game at the O2 Blueroom, as well as other unknown locations around the country.
The head of O2 sports sponsorship Gareth Griffiths stated the intentions of the #WearTheRose campaign: “We’re launching Wear the Rose at the start of an amazing year for O2 and England Rugby. We are calling upon the country to stand beside us, and get behind the England Rugby Team. To do that we need a symbol that represents the very heart of England, a symbol sewn onto the chest of every England Rugby shirt – the red rose”.
He continued: “If you’re going to watch England play at Twickenham, down the pub with your mates, or even at home, show the power of your support – get your England Rugby shirt on, Wear the Rose.”
Experiences like this are becoming a lot more common for companies and organisations for marketing purposes. Recently in the UK, the British Army were touring with an Oculus Rift HMD in order show people what it is like to be a soldier.
VR is just a small part of the #WearTheRose campaign. O2 will also be running digital, video and TV campaigns. VRFocus will keep you updated on the latest VR experiences.