Virtually Dead – OMD blurs the lines of reality for the launch of HTC Vive

OMD has completed a hugely successful launch for HTC Vive, the first complete virtual reality system. Engineered by OMD’s specialist service unit Fuse Sport + Entertainment, a collaboration between Noma Labs and HTC which, alongside production partner Bearded Kitten, resulted in the fully immersive theatre production, “Virtually Dead”. Live in London and Paris, both events were completely sold out, as enthusiasts flocked to see the very latest in VR technology and experience immersive theatre at its finest.

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Combining previously unseen VR technology with interactive performance, “Virtually Dead” blurred the lines between what’s real and what’s not, giving the audience a completely new, thrilling and scary interactive experience. During the hour-long activity, ticketholders were guided by actors into designated VR areas containing 13 minutes of playable VR content. Instead of a static experience, Vive’s much anticipated “360° room-scale” technology allowed guests to move around and explore their new virtual world.

Following a sinister virus outbreak, which has wiped out millions of people in Arizona, ticketholders were invited to join the fight against the plague of Zombies that has taken over. The US Military swing into action and the entire state is quarantined. A special army is trained to deal with the potential overseas spread of the virus and recruits are put through their paces to be able to tackle the virus on the front line.

Olivia Rose, Account Director at Fuse said, “It was a thrill to be involved in creating something which is literally breaking new ground in terms of audience experience and engagement. Many entertainment events become fairly standard in terms of format and delivery, but this was something very original and special. Merging immersive theatre with virtual reality presented incredible opportunities and we were absolutely delighted with the success of the events in both London and Paris.”

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Jon Goddard, Head of VR Marketing, EMEA at HTC commented, “Introducing our revolutionary 360° room–scale VR technology into an immersive theatre environment is an entirely new venture, and one we couldn’t wait for people to experience. We’re incredibly excited to have worked with Fuse and subsequently the creative teams at Noma Labs and believe Vive, the first complete virtual reality system, is the perfect VR partnership to deliver a truly spectacular production.”

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The Results

  • Tickets sound out in two weeks!
  • 45+ press features
  • Conversations around Virtually Dead reached 100+ million people worldwide
  • 15m+ Virtually Dead video views
  • 20 million data points used to target millennials in London and Paris

For more information, contact emea@omd.com

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