Microsoft

Real-time biometrics track climbers on their quest to reach Everest’s virtual summit

Brief

Looking for new ways to inspire consumers with technology, we were challenged to help change the nature of engagement within the Microsoft retail store network through the development of a unique experiences. We were asked to create experiences that challenge consumers to try something they’ve never done before and change the perception of the retail experience and drive new footfall.

Solution

Customers visiting the Microsoft retail stores were given a unique opportunity to experience what it’s like to undertake the mammoth challenge and summit the highest peak on Earth, without supplemental oxygen.

We developed a multisensory, gamified experience, involving virtual reality and biometric tracking, to give people an insight into the physical challenges of climbing at high altitudes.

Participants were immersed in the 3D mountain landscape, starting at Basecamp for a medical before ascending Everest. They were taught techniques used by expert mountaineers to regulate their breathing and heart rate, and stay calm under pressure. Progress was monitored on screen, showing the rising altitude, decreasing oxygen levels, as well as participants’ real-time heart rate and focus levels. As they navigated rockfalls, treacherous ravines and extreme weather conditions, only the bravest and calmest progressed to the next stage before reaching the summit. Without taking a single physical step, people were left literally breathless.

Results

We successfully demonstrated the power of augmenting someone’s reality, effectively taking customers from the traditional store environment and immersing them in the ultimate mountaineering adventure. Combining cutting-edge 3D animation and biometric tracking, this curated experience explored the potential of activity and fitness trackers as part of a multisensory platform. By gathering real-time biometric feedback, we were able to measure the visceral impact of great immersion and engage audiences in entirely new ways.