Want to know how it feels to go on a death-defying bike ride with trials cyclist Danny MacAskill? Now you can, with a new interactive virtual reality experience created by Cut Media for the mountain bike brand Santa Cruz Bicycles, to mark the launch of the new Ride Out Bicycle store in Amsterdam.
Through the marriage of VR and motion rig technology, Cut Media has created a first for the industry with a platform where the bike has the ability to present feedback through the handlebars that emulates the real thing.
The immersive trips are part of a multichannel marketing initiative. Surrounding the VR experience Cut Media has created a selection of social media content, in-store point of sale graphics and influencer video coverage. Everyone who tries the VR experience also gets a branded play-through video of their ride to share with their friends on social platforms.