Stella Artois creates virtual flight experience for Wimbledon

Stella Artois has combined VR with a hydraulic simulator
Stella Artois has combined VR with a hydraulic simulator

Beer brand Stella Artois is activating its sponsorship of The Championships, Wimbledon this week (29 June-2 July) with a virtual reality (VR) experience featuring the tennis courts' Rufus The Hawk.

The activation is currently in situ on the main concourse of London's Waterloo Station.

Passers-by are being given the chance to fly like Wimbledon's resident bird of prey over the tennis courts in a multisensory experience designed in collaboration with Momentum Worldwide and Mother.

The experience utilises Oculus Rift technology, a hydraulic simulator, headphones and goggles to create a true sense of flight. Participants are made to feel as if they're weaving through the grass courts, which were filmed using drone technology.

Stella Artois has made the activation available to consumers outside of London through Google Cardboard technology. Android users can download The Perfect Flight app from the Play Store and launch the experience by using the web giant's inexpensive VR kit.

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