GORE-TEX® brings 5D experience to Westfield London
Outdoor apparel brand GORE-TEX® staged a 5D experience this weekend (8th-9th April) at The Atrium in Westfield London . The multi-dimensional brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary GORE-TEX® fabric in some incredible environments.
The GORE-TEX® Brand 5D Experience kitted out visitors with GORE-TEX® footwear and then exposed them to the elements, including wind & rain, as they experienced 5D simulations of some of the UK’s most stunning natural beauty spots.
The first location was Henrhyd Falls, the tallest waterfall in southern Wales, boasting a spectacular 90-foot drop over the edge of a rugged rock formation. Visitors could also experience the historic beauty spot of Malham Cove in North Yorkshire, with a chance to see the amazing panoramic views from the clifftop, standing at around 260-feet high.
GORE-TEX® also ran a competition throughout the activation, giving away a pair of men’s, women’s & children shoes every day.
An online hub will deliver rich content for outdoor enthusiasts, with a dedicated area for the experiential activation, while a paid social and earned media campaign will take the experience into the digital world.
The GORE-TEX® 5D Experience was activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.
Murray Macadam, Marketing Associate at GORE-TEX®, said: “We wanted consumers to interact with our brand in a meaningful way, and make it their brand. Adding the experiential element into a predominantly digital campaign made that more likely and provided a hub around which all the channels, with their respective roles, could orbit.”
Luke Wretham, Senior Client Executive at MKTG, added: “The GORE-TEX® 5D Experience is a perfect example of an integrated and collaborative campaign where all digital communications are built around the activation, which sits at the heart of the media. This is GORE-TEX® first foray into experiential and is testament to the efforts of all partners involved to execute such an original and exciting media campaign.”