W+K Explores Virtual Reality for Chrysler

Heard of Oculus Rift but still not sure what it is, exactly? Now you can become a little more familiar with the experience thanks to Wieden+Kennedy Portland.

But first, this September entry from W+K for client Chrysler is less an ad than a short “making of” documentary about the company’s interactive factory tour project:

New work after the jump.

“Beneath the Surface” launched yesterday at the Los Angeles auto show, and this preview clip demonstrates what the experience looked like for attendees:

From the press release:

“Consumers have the chance to take a seat in a Chrysler 200 on the auto show floor. Once the Oculus Rift DK2 headset is on, the experience comes to life with the help of a seat rumble pack and sound system that combines music, voiceover instructions and spatial sound effects.”

The full user experience highlights “the building process within the plant” from body work to paint jobs.

This project, which included assistance from development partners Stopp and MPC Creative, does not appear to be part of Wieden’s larger “Ready to Take on the World” campaign for Chrysler, which launched in October.

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