In celebration of the 125th anniversary of the Stanley Cup, the National Hockey League (NHL) teamed up with advertising agency R&R Partners to create a Virtual Reality (VR) experience celebrating the cup.
The first of its kind project consisted of two ad spots voiced over by Liev Schrieber and an integration to highlight the most iconic trophy in all of sports history.
The team at R&R Partners presented the NHL with an entirely brand new concept: Integrating the use of VR and blending it with a unique experience that brings fans an unexpected moment with the Cup.
PPG Paints Arena, home of the Pittsburgh Penguins and current holder of the Cup, served as the venue inviting fans to queue up before and after the game to experience a 20-foot shipping container that housed the VR experience.
Each guest was seated around a small, unassuming black table that housed VR headsets and a tiny replica of the Cup. Fans were given headsets by brand ambassadors and were transported to a VR world compiled of historic Stanley Cup wins, clips of the Cup being hoisted by their favourite players and teams and a final moment with the infamous 'Keeper of the Cup' Phil Pritchard and an opportunity to virtually reach out and grab the Cup.
While the fans were inside their VR world, the keeper of the cup, Phil Pritchard and the Stanley Cup were actually in the room. Once situated, he quietly came out from behind a black curtain dressed in his signature jacket and white gloves and replaced the tiny replica cup with the actual Cup on the table in front of them.
In total, 91 loyal and passionate fans experienced their moment with the Cup and shared their favourite memories of their team and what the Cup means to them. Guests were allowed to take pictures with the trophy, look for their teams' name inscribed on it, kissed the Cup like that of their favourite player's moments of winning the Cup and even spoke with Phil as if he was an old friend.