To paradise with Midor Glacé in VR

After Coop had VR Mall Promotion announced by the Kenzan Studio (more about the studio in our Report), Midor is coming up with another shopping centre promotion.

Midor is the Swiss market leader in bakery and ice cream products and belongs to the Migros Industries group. For the innovative lactose-free and vegan Coco Ice-land glacé, Midor wanted an equally innovative solution to promote the glacé in various Migros shopping centres in Switzerland. The use of VR was therefore an obvious choice.

For Midor, the agency Responsive developed an interactive High End Virtual Reality (VR) Game completely developed in 3D.

Off to VR Paradise

Visitors to the promotion will enjoy a coconut palm-lined dream stand with a turquoise blue sea. They will dive directly into the "Paradice" of Coco Ice-land with the immersive VR experience.

Since the glacé is produced on the basis of coconut milk and the USP is to be strongly in focus in VR, the players have to capture as many coconuts as possible. After the visitors have taken a seat on the wooden box, they are equipped with the VR glasses and headphones. The virtual catching net is operated by means of a controller. The coconuts are thrown down by animated monkeys sitting on palm trees. The user rides on a turtle and holds a net in his hand. In this way, participants learn about the brand's USP in a playful way.

A cosy game where everyone wins

The controls of the game are completely intuitive and suitable for young and old. Everyone makes it to the end and then receives a free ice cream there - in real. The leisurely pace of the turtle gives users enough time to find their way around paradise. How many coconuts you catch depends mainly on how hard you let yourself be distracted by the great 360° panoramic view. On my first attempt, I have to admit that I was a bit startled when I was looking at the other turtle next to me and the first coconut came flying towards me from the side above.

The whole promotion is also well staged. With the support of the object builder Cyrus Schwabe, a beautiful outdoor appearance with parasol and treasure chests was provided. A good example of how VR can be used for an interactive promotion in marketing.

You can test the VR application and the glacé free of charge at the following dates and locations:

• Thursday, 4 to Saturday, 6 May 2017 - MMM San Antonino
• Thursday 11 to Saturday 13 May 2017 - MMM Wynecenter
• Thursday 18 to Saturday 20 May 2017 - MMM Crissier
• Wednesday, 24 / Friday, 26 / Saturday, 27 May - MMM Mythen Center Schwyz
• Thursday, 1 to Saturday, 3 June 2017 - MMM Zugerland Steinhausen ZG
• Thursday, 8 to Saturday, 10 June 2017 - MMM Pizolpark Mels
• Thursday, 15 to Saturday, 17 June 2017 - MMM Metropole Sion
• Thursday 22 to Saturday 24 June 2017 - MMM Avry - Center
• Thursday, 29 June to Saturday, 1 July 2017 - MMM Bülach South
• Thursday, 6 to Saturday, 8 July 2017 - MMM Glatt Center
• Thursday 17 to Saturday 19 August 2017 - MMM Forum des Alpes
• Thursday, 7 to Saturday, 9 September 2017 - MMM Langendorf
• Thursday, 14 to Saturday, 16 September 2017 - MMM Balexert Vernier
• Thursday 21 to Saturday 23 September 2017 - MMM Chablais Centre Aigle
• Thursday, 26 to Saturday, 28 October 2017 - MMM Romanshorn
• Thursday, 2 to Saturday, 4 November 2017 - MMM Wetzikon
• Thursday, 23 to Saturday, 25 November 2017 - MMM Simplon Center

Source: Responsive