The Dos Equis Oculus Rift Masquerade experience was an activation carried out in bars across the Southwestern U.S. that transported people from their world to the world of the Most Interesting Man, just by putting on an Oculus Rift virtual reality headset.

We paired classic storytelling with a new twist on technology to create a first-of-its kind live action virtual reality experience. We used a proprietary camera system that created 360° stereoscopic imagery and 360° sound, that plunged users into the heart of the Most Interesting Man’s masquerade party. In it, users could look around, interact with party goers and the Most Interesting Man. Virtual reality has been around for a while, but up until now the experiences were computer generated or animated, falling short of the true potential of this amazing technology. This experience was completely live action and more importantly, featured a compelling narrative.

More than 7000 people spent the full 2 ½ minutes in the immersive experience. Meanwhile, media coverage of the experience earned 136MM impressions.