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Stella supports Wimbledon link with Oculus Rift and Google VR hawk’s eye experience

Thursday July 2, 2015 at 3:25pm
To mark its role as the official beer of The Championships Wimbledon, Stella Artois has used Oculus Rift VR headsets to provide tennis and beer fans with a hawk’s eye view of the famous All England Lawn Tennis Club tennis courts. Taking inspiration from its new TV commercial, starring Rufus the Hawk, who protects the Wimbledon courts from avian invaders year after year, Stella Artois has created a series of ways for people to experience one of South West London’s most famous and celebrated views for a full multi-sensorial experience. A pop-up ‘The Perfect Flight’ experience has been running at London’s Waterloo Station for the past week, allowing people to take part in the Stella Artois Perfect Flight experience. Participants can ‘fly like Rufus’ as they wear headphones and goggles for a fully 360°, multi-sensorial view of Wimbledon’s most famous sights. One consumer is able to lie on a moving platform in the middle of the pop up to enhance the experience, while others can see what they see via headphones and goggles on the outside of the pop-up. Using imagery caputured by drone cameras, ‘The Perfect Flight’ experience aims to make participants feel as though they’re spreading their wings and flying over the historic grass courts. Stella Artois will also be making the experience more widely available so tennis fans can experience this unique view via their own mobile devices. The Perfect Flight app launched on the Play Store for Android devices on June 29th, with the App Store to follow soon after. The app, which uses new Google Cardboard technology, offers users a near-identical experience to that on offer at London Waterloo. Consumers have to download the app, set up the cardboard goggles – a limited number of which were given away at the London Waterloo Stella Artois experience – and people can Fly like Rufus from the comfort of your living room. More information on Stella Artois’ celebration of Wimbledon, including behind-the-scenes video content and ‘The Perfect Flight’ experience can be found at www.Flylikerufus.com.
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