Dos Equis explores virtual reality with Halloween Oculus experience

Heineken beer brand creates virtual masquerade ball using Oculus Rift technology

Dos Equis is the latest brand to dip its toe into virtual reality, partnering with Oculus for a new Halloween campaign.

Havas Worldwide NY, in partnership with M ss ng P eces and the director team Felix & Paul, has created a virtual world based on a masquerade ball, that can be experienced using an Oculus Rift headset for the The Heineken-owned beer brand's latest campaign

Participants who use the headset at various events in the United States will be transported to this virtual party, where they will meet Dos Equis' brand character "The Most Interesting Man in the World," played by actor Jason Goldsmith, as well as fire-breathers, painted women and witch doctors.

A trailer ad simulates the experience, and viewers can win a trip to New Orleans, where they can try the Oculus experience themselves.

Other brands that have experimented with the Facebook-owned virtual-reality headset include HBO, Marriott and Lexus. As the technology inches toward the mainstream, there are many creative opportunities for brands, industry experts agree.

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