Life VR taking college football fans closer than ever to game day experience

Because of a partnership between Time, Inc. and Coors Light, fans of two prominent college football programs will have unprecedented virtual reality access to the inner sanctums of their team’s environments.

For Texas and USC fans, the immersion in the football game day experience is about to get even more real. The Life VR app used in conjunction with a Coors Light loyalty program at The Foundry bars has provided a unique experience according to a joint press release by the three companies.

When USC and Texas face each other on the gridiron on Saturday night, VIP patrons of legal drinking age at the Ralph’s and Fox pre-game tailgate in front of the L.A. Coliseum will be able to use an on-site activation provided by Coors Light and Time, Inc.’s virtual reality technology to experience a VR immersion for fans of both teams.

Through the activation, fans will be able to go inside the Trojans’ huddle on the field in virtual reality. Additionally, a VR version of Jordan Shipley of Longhorn fame will take fans inside the new locker room at Darrell K Royal-Texas Memorial Stadium.

This is just the first of what Coors, The Foundry and Time hope will be many similar experiences for fans at storied football programs all over the country in the coming months. It’s an extension of Coors Light’s already-existing rewards program, Coors Light XP, which gives fans the chance to win college football experiences like the opportunity to play flag football at the L.A. Coliseum or taking a real-life tour of Texas’ football stadium with Shipley.

While it’s unclear which other The Foundry properties may be included in the coming months, what’s certain is that this partnership is going to produce many similar experiences throughout the balance of this and future college football seasons.

"Right now, college football fans are standing loyally next to their teams every weekend as they climb their way up the college football rankings,” said Zach Fatla, Coors Light senior marketing manager. “We wanted to create memorable, immersive experiences and our relationship with The Foundry at Time Inc. has helped bring this powerful storytelling to life."

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As additional sites are announced, fans at the games are sure to flock to the experiences for a virtual look inside their favorite college football programs. For fans at this Saturday’s Texas-USC game, the wait will be very short.