Gatorade vous met dans la peau d’un batteur de baseball

Gatorade, la marque de boissons pour le sport du groupe Pepsico, revient sur le devant de la scène avec une nouvelle expérience immersive, vous transposant dans la peau de la star des Washington Nationals (Major League Baseball), Bryce Harper.

La campagne, qui vise à illustrer la plateforme de marque signée de la phrase « Win From Within », mélange vidéo tournée dans la vie réelle avec de l’imagerie générée sur ordinateur afin d’offrir la sensation la plus réaliste, à la fois d’un point de vue visuel mais aussi sonore pour littéralement vous mettre dans la peau d’un joueur de baseball arrivant sur le marbre, prêt à battre la balle. Vous l’aurez compris, on parle aujourd’hui de vidéo à 360 degrés, accessible sur YouTube, grâce à la nouvelle fonctionnalité YouTube 360, disponible sur le navigateur Chrome, mais aussi et bien évidemment en réalité virtuelle, en utilisant un casque type Oculus Rift ou un Google Cardboard.

Gatorade a utilisé un dispositif comprenant 14 caméras pour capter tous les angles possibles et créer cette expérience à 360 degrés. Pour pousser le réalisme jusqu’au bout, les bruits de la foule ont été mélangés à la voix de Bryce Harper.

Pour le lancement de cette vidéo, le batteur des Washington Nationals est allé surprendre quelques jeunes joueurs qui venaient de tester l’expérience…

Cette expérience n’est pas la première du genre pour Gatorade, puisque la marque a déjà dévoilé des contenus à 360 degrés avec d’autres ambassadeurs comme J.J. Watt. Kenny Mitchell, Senior Director of Consumer Engagement chez Gatorade, a déclaré que la réalité virtuelle est le prochain univers à conquérir après avoir réussi à intégrer pleinement la marque dans un univers voisin qu’est celui du jeu vidéo. « Nous recherchons toujours de nouvelles technologies et de nouvelles manières de mettre en avant des plateformes pour faire vivre des expériences uniques à nos consommateurs et athlètes », a ajouté Kenny Mitchell.

Alors que rien n’a été annoncé, il semblerait que Gatorade devrait avoir recours à des contenus à 360 degrés pour le prochain Super Bowl et pour le NBA All-Star Game.

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