The virtual reality experience, dubbed The Greatest Shot on Earth, has been produced by experiential company Inition. It will be showcased on a tour of bars throughout the UK, including venues in Sheffield, Leeds, Liverpool and Glasgow.
The Oculus Rift roadshow began on 2 May and will continue throughout 2014 on Friday and Saturday nights.
Virtual guests will be transported to a 19th century circus. They will climb on top of a high-board diving platform, before diving through rings of fire into a pool of water.
Matt Kwiecinski, managing director of Critical Mass, said: "So much alcohol marketing these days has become functional. With Fire Eater we saw a chance to create a campaign that was about emotion and excitement. We have created an incredibly rich world for the brand, in a way that hasn’t been done in this category."
Ainsley Henn, producer at Inition, added: "It has been a pleasure working with Critical Mass to create a cutting edge, adrenaline-inducing campaign, encapsulating Fire Eater’s adventurous thrill-seeking brand image."
The target market comprises 18 – 24 year olds and virtual reality technology continues to broaden the scope of what is deemed possible.
"This activity does this 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," Henn said.
The event is the first one Critical Mass has produced since its merger with Agency Republic was completed on 1 February.
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 .