The experience utilises the new Samsung Galaxy S7 handset and Samsung Gear VR headset. It challenges fans’ reaction speeds against rugby stars such as Martin Johnson and Lawrence Dallaglio through the medium of VR.
Those that do well as virtual rugby players are entered into a competition to win an exclusive dinner with England players and Samsung ambassadors Jonathan Joseph, George Ford and Joe Launchbury.
The experience was launched on 27 February at the West Fan Village in Twickenham. On the day, three selected participants were given a surprise when Johnson and Dallaglio came to meet them after they removed their headsets.
The two sportsmen then interacted with consumers in the pop-up, taking selfies and chatting about all things rugby.
The VR experience will return to Twickenham on Saturday (12 March) for the England v. Wales game.
Benjamin Blanco, head of sport and entertainment marketing at Samsung UK, said: "This year more than ever we want to connect our consumers with their passions and tell our emotional story. Through our work with Lawrence, Martin and England Rugby we were able to bring the new Samsung Gear VR, Galaxy S7 and Galaxy S7 edge products to life in an engaging way to heighten fans’ experience at Twickenham."
The experiential campaign was devised by M&C Saatchi Sport & Entertainment.
Samsung first launched its School of Rugby concept around the Rugby World Cup last year.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.