Circus High-Diving with Virtual Reality Marketing Bar Tour!


As part of a national product launch campaign for Fire Eater – the hot cinnamon liqueur presented by Early Times, a Brown-Forman brand. We were commissioned by digital agency Critical Mass to create an exciting virtual reality circus experience which is currently touring bars in University towns, and further proving the case for virtual reality marketing.


The virtual experience transports people into the fantastical 19th century circus world of Fire Eater, bringing to life “The Greatest Shot on Earth” campaign. Once inside the Oculus Rift headset, they begin the tense climb to the top of the high-board diving platform, fifty-feet above the circus crowds. Then, with the adrenalin rushing through their veins, they dive through three rings of fire before plunging head-first into a tiny pool of water.

Matt Kwiecinski, managing director at Critical Mass explained, “So much alcohol marketing these days has become beige and functional. ‘Drink it with this mixer.’ ‘Why not try it over ice?’ With Fire Eater we saw a chance to create a campaign that was about emotion and excitement. Creating an incredibly rich world for the brand, in a way that hasn’t been done in this category.”

The exhilarating experience was recent tried by Paul O’Grady during his tea-time talk show.  The circus fan described it was ‘absolutely incredible’ although he had already high dived before ‘in the Vauxhall tavern’

Inition’s Producer Ainsley Henn commented, “It has been a pleasure working with Critical Mass to create a cutting edge, adrenalin inducing campaign encapsulating Fire Eater’s adventurous thrill-seeking brand image. Virtual Reality technology continues to broaden the scope of what is deemed possible and this piece does that in a novel way – ascending participants 50m in the air and allowing them to take a high-dive. I am sure it will scare and delight anyone brave enough to try it.”