ABC launched its first scripted virtual reality experience to coincide with the mid-season premiere of its primetime drama series Quantico, which aired on Sunday (3/6). Scripted by show writers, and in partnership with Lexus, the experience enables fans to delve into the world of the series, assuming the role of a new recruit on a mission with FBI trainees Shelby Wyatt (Johanna Braddy) and Caleb Haas (Graham Rogers) as they track down and apprehend their assigned target. The experience is available at QuanticoVR.com, which includes instructions for accessing it on desktop and via Littlstar's app for headsets, mobile and Apple TV.
Jeffrey Weinstock, VP and creative director, ABC Integrated Marketing, said of the VR project, "We're literally inviting fans to be a character in the show, immersing them in this world and allowing them to explore and discover parts of the story on their own."
The experience includes two Easter eggs that can be found while scanning the footage. The first unlocks bonus footage from the mid-season premiere. The second, whic is visible in the headset, provides telling insight into one of the charagers' motives and connection to terrorits activities. The scene features the charaters in a Lexus LX 570 SUV. A :30 spot and a behind-the-scenes featurette are also available for users to view.
"In the last few years Lexus has created some remarkable virtual reality experiences to engage consumers outside of the traditional automotive channels," said Brian Bolain, Lexus corporate marketing communications and product marketing manager. "This project allowed us to seamlessly integrate Lexus into Quantico's storyline sofans could explore the new LX virtually while enjoying the show's 360-degree bonus footage.
Weinstock added, "With VR the viewer is in the car with our actors. It's a much deeper level of engatement for a sponsor while still remaining organic and true to the storyline."
