We timed the launch to the brand’s largest tentpole, Cinco de Mayo, so we could take advantage of existing event activations across the nation where our target audience could undergo the experience in GearVR goggles. We also built a custom-created video player allowing users to experience the 360° tour on desktop or tablet, extending our reach. Lastly, the experience was distributed as a 360-video on the brand’s social channel and website.
The Art of Patrón Virtual Reality Experience set a new standard in VR production and storytelling, while transporting tens of thousands of tequila lovers to the Hacienda Patrón. The experience garnered over 145M earned media impressions from the press and contributed to Patrón being named a 2015 Brand Genius by Adweek.