Metamucil to launch tactile VR experience ‘Gutland’ in Sydney via Diesel Immersive
Digestive wellness brand Metamucil continues to position itself as Australia’s number one fibre supplement with the launch of Gutland – a first-of-its-kind Virtual Reality (VR) experience at Darling Harbour in Sydney via Diesel Immersive. The VR pop-up will be live in Darling Harbour this Saturday, April 14.
Gutland, a real world and VR experience, will see users navigate through a highly stylized and gamified digestive system. Whilst moving through the mouth, stomach and intestines, participants will take on a series of challenges before finally exiting out of the proverbial back door.
Metamucil in Gutland seeks to educate participants about the importance of fibre, staying regular and having a healthy gut.
Says Andrew Crowe, brand manager, P&G Healthcare, ANZ: “For decades, Metamucil has been in households across the country. Everyone knows why fibre is important but not everyone really knows why. The creation of Metamucil in Gutland is a way of
communicating the crucial role of fibre in supporting gut health and regularity in a truly exciting, innovative and interactive way.”
Gutland is part of a broader campaign which aims to get people taking about their digestive health and wellness. It launches off the back of the hugely successful creative featuring Nugget, Miss Metamucil and Gutsy, which has already seen over 5 million views and 40,000 clicks, comments and shares across social channels, including by celeb Michael Clarke, Beau Ryan, Tiffany Scanlon and Paul Gallen.
Says Kate Chisnall, associate creative director, McCann Health: “The VR experience is a perfect complement to the hugely successful creative featuring Nugget, Miss Metamucil and Gutsy we’ve just launched.”
The 3 minute film has already seen over 5 million views and 40,000 clicks, comments and shares across social channels, including by celeb Michael Clarke, Beau Ryan, Tiffany Scanlon and Paul Gallen.
Created by Diesel Immersive, the branded Gutland Virtual Reality combines new technologies to create a world-first in brand storytelling.
Says Daniel Sim Lind, founder, Diesel Immersive: “The VR experiences now possible in the home are extraordinary, but while you can see a 3D world around you, when it comes to touch you’re limited to holding game-style controllers. What sets Metamucil’s Gutland experience apart is that you can physically touch everything you see in the VR world. Everything you place your hands on real world is exactly matched by virtual objects inside Gutland. With P&G’s support we have built the world’s most tactile VR experience, with dozens of touchable and tracked objects.”
The Gutland experience is set up as a green-screen stage, allowing adventurers to share videos of their experience inside the virtual world. These “Mixed Reality” videos show both the real person and the fantasy VR world they are experiencing.
Says Lind: “This is the most ambitious live mixed reality video ever attempted. To meet P&G’s brief we have multiple camera angles showing a real person interacting with real things but inside a virtual world. This approach allows us to amplify exposure to an experience that only a limited number of people can get through in a day.”
Date: Saturday 14th April
Time: 9 – 5pm
Location: Harbourside Amphitheatre, Darling Harbour (close to Harbourside Shopping Centre), Sydney, NSW
5 Comments
Sounds awesome I’d love to become a turd.
FFS, advertising is literally disappearing up its own asshole.
Look who polished a turd?
What a shit idea
Unbelievable. Did no one stop to think ‘Wait. Would a punter really want to do this?’. What a fucking joke.
Wow! What an awesome idea!
Can’t wait to drop my kids at the pool tomorrow in Darling Harbour.