UK-based retail and shopper marketing agency, Savvy, has been working on a virtual reality (VR) project for Reebok and the National Hockey League (NHL) of North America.

The activity took place during this weekend's NHL All-Star event and Fan Fair in Nashville, Tennessee, which played host to a ice hockey show where the best players across North America were brought together for a special showcase match.

As part of the proceedings within the fanzone at the Bridgestone Arena Nashville venue, Savvy produced a consumer campaign, commissioned photography and helped develop an immersive CGI VR experience for Reebok, allowing fans to experience what it would be like to play in the All Star team.

Savvy used Samsung Gear VR technology and a SubPac tactile bass system, for the campaign.

Visitors to the event were able to engage in a number of activities, including having their photo taken with the Stanley Cup, as well as attending The Discover Theatre which hosted Q&A sessions with current and former players and sports insiders.

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