Time Inc., Coors Light Team up on a College Football VR Initiative

Viewers get right into the huddle and into iconic college stadiums.


Coors Light VRTime Inc. has signed on with Coors Light to bring virtual reality to college football fans. Those fans who are 21 and older will get access to some of the sport’s most legendary athletic programs—starting with the University of Texas and the University of Southern California. Experiences are available via Time Inc.’s LIFE VR app.

Through the app, USC Trojan fans will be transported to the field at LA Memorial Coliseum to see what it’s like inside the huddle. And Texas fans will get behind-the-scenes access to Darrell K Royal—Texas Memorial Stadium, including an in-depth look at the newly renovated locker rooms, with former UT star Jordan Shipley.

“Our goal was to make fans feel more a part of the game than ever before, using LIFE VR to virtually play the field at USC’s iconic Coliseum and then step into the locker room at Texas Memorial Stadium—all the while rewarding fans through Coors Light XP,” Chris Hercik, SVP of creative and content at The Foundry, tells min. Coors Light XP, which stands for “experience points, is the brand’s new year-round loyalty program. “VR takes you there and for a moment makes you feel that you’re not a fan, but another player on the team. The idea is that you get to go where no fan has ever gone before.”

The LIFE VR experiences were created as part of the XP program. After downloading the program’s app, people earn points by buying packages of Coors Light, posting to social media using #CoorsLightXPRewards, or playing trivia at bars and restaurants that serve Coors Light. Points can then be cashed in for gear, tickets and experiences like playing flag football at LA Memorial Coliseum.

“Coors Light is going all in with their college football campaign this year and, following the success of our partnership to produce an exclusive AR activation from the cover of Sports Illustrated earlier this year, they came to us to produce this uniquely interactive series,” says Hercik. “Working with some of the most storied college football programs in the country, we recreated can’t-buy experiences in VR. Through a larger college football promotion, Coors Light is embracing innovation in content and technology by finding new ways to bring their brand to their fans.”

The only way Time Inc. is currently monetizing this campaign is with branded content. These college football experiences in 360-degrees are being distributed to Time Inc. sports audiences, as well as on Coors Light XP platforms.

But there’s a lot more to come. “This is the first of a series of exclusive VR sports experiences from The Foundry and Coors Light, with more scheduled to debut in the coming months,” says Hercik.

While this is not the first 360-degree production from The Foundry, these experiences stand apart as the first narrative, multidimensional VR series. Hercik says the company is pushing the technology harder than before to reflect broadcast-level production quality.

The Foundry and Coors Light worked hand-in-hand every step of the way, gaining access to highly coveted stadiums and universities, working with commentator Kirk Herbstreit for voice-over, creating a memorable experience, says Hercik.

With more exclusive VR sports experiences from The Foundry and Coors Light scheduled to debut in the coming months, it’ll be interesting to see what direction the companies go in after introducing a partnership as comprehensive as Coors Light XP.



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