Outdoor apparel brand Gore-Tex is staging a 5D experience at The Atrium in Westfield London. The multi-dimensional brand experience, created and produced by MKTG, will allow 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 will fully kit out visitors with Gore-Tex footwear and then expose them to the elements, including wind and rain, as they experience 5D simulations of some of the UK’s natural beauty spots.
The first location is Henrhyd Falls, the tallest waterfall in southern Wales. It boasts a 90-foot drop over the edge of a rugged rock formation. Visitors can also experience the historic beauty spot Malham Cove in North Yorkshire, with a chance to see the panoramic views from the clifftop, standing at around 260-feet high.
Gore-Tex will also be running a competition throughout the activation, giving away a pair of men’s, women’s and children shoes every day.
An online hub will deliver 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 has been activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.
Murray Macadam, marketing associate at Gore-Tex said: “We want consumers to interact with our brand in a meaningful way, and make it their brand. Adding the experiential element into a predominantly digital campaign makes that more likely and provides a hub around which all the channels, with their respective roles, can orbit.”
Luke Wretham, senior client executive at MKTG, added: “The Gore-Tex 5D Experience is a perfect example of an integrated 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.”