People are reluctant to engage with branded entertainment under the assumption that they are trying to be sold something. Web content especially suffers from this apathy.

Pro Vision was different in the fact that it gave the fans the content after they had purchased the product. Enhancing their experience with the product and the brand.

By offering fans a way to follow their sporting heroes using product packaging, Pro Vision itself became the media channel.

With users already having bought Pro Vision Oakley can constantly provide new content from sponsored athletes to a captive and already engaged audience.

Pro Vision achieved its primary goal, during the promotional period it sold out - helping sell a complete product range of 4000 units.

Footage on the Oakley VR website garnered thousands of hits, with users returning to the site to continue reliving experiences and seeking new ones.

Pro Vision packaging will be rolled out across 20 new products ranges throughout 2015 and has become the packaging standard for signature edition launches.

Using only a digital solution Pro Vision took the part of Oakley's product that was disposable and made it desirable.