British Airways with Oculus Rift

Customers were invited to don Oculus Rift virtual reality headsets to explore the three custom-made environments, which allowed them to ride a bucking bronco in Texas, roller-skate down a California boardwalk and ice-skate in New York’s Bryant Park. The content was shot in 4K resolution using six Go-Pros and a specially-designed camera rig. The footage was then stitched together into a 360° virtual reality experience, allowing users to explore the incredibly detailed environments as they would naturally, by turning their heads.

The campaign, which toured Milan, Frankfurt and Paris, was hugely popular. Nicole Scherzinger, former Pussycat Dolls lead singer, multi-platinum selling solo artist and X Factor judge, helped BA to launch the innovation. “As a frequent traveller, this new technology is super exciting,” she said. “Being able to step into a destination before I actually get there is sch-amazing!”