Richmond Marketing, which distributes the Red Bull brand in Ireland, has teamed up with Tesco Ireland to launch what it describes as a '360° shopper experience' to promote the forthcoming Red Bull Cliff Diving World Series, taking place at the Serpent’s Lair on Inis Mór, this June 28th & 29th.
The campaign will see the unveiling of the 'Red Bull Oculus Rift Cliff Diving Experience', which will use the virtual Oculus Rift technology to give users the experience of taking part in a cliff dive, in selected Tesco stores and shopping centres nationwide.
A range of POS materials to support the campaign will also be unveiled in Tesco stores, including divers jumping off ‘in-store cliffs’, 30ft floor graphics, full-length aisle fins and 3D graphics.
“At Tesco we continuously challenge ourselves, and our suppliers, to bring our creativity to bear to deliver bigger and better experiences for our customers," said Henry Dummer, Marketing Director at Tesco Ireland.
"With the Red Bull Cliff Diving World Series, Red Bull has certainly raised the bar and they have set a new standard in bringing a unique and thrilling experience to Tesco customers. We’re delighted to collaborate with Red Bull and to support the dive through our store network and a multi-channel ad campaign.”