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Devised in the lead up to the launch of the Rugby World Cup on Friday (18 September), the Haka 360 activation uses technology that transports rugby fans to the field, immersing them in the world of the New Zealand players as they perform the Maori ritual.
The experience is an app designed for use on smartphones, and it can be downloaded via the App Store or Google Play. Users can opt to view the video on their handset or via a custom made Haka 360º headset, of which AIG is giving more than 1,000 away.
AIG Touchline is the brand’s activation space during the Rugby World Cup. Situated at Bernie Spain Gardens by the River Thames in London, it offers four key Rugby-themed experiences, including a photo booth, scrum machine, reaction challenge and VR Haka experience.
The AIG Touchline, which is free to enter, will operate over the weekend (18-19 September) and on various dates throughout October.
Daniel Glantz, global head of sponsorship at AIG, said: "This electrifying world first experience of being transported onto the rugby field with the team is not to be missed.
"We wanted to bring fans closer to the All Blacks and what better way to do that than to harness the power of 360 degree video technology to bring them face to face with the legendary Haka. The video enables users to look anywhere and control their own experience, allowing them to truly feel like they have taken their place on the field with the All Blacks."
Steve Tew, chief executive of New Zealand Rugby, added: "The Haka 360 Degree Experience is an amazing opportunity for All Blacks fans and rugby enthusiasts all over the world to see what it is like to face the power of the Haka. It’s a fantastic innovation to bring fans one step closer to the team."
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