ABC Implements VR Experience for Quantico

BURBANK: ABC has launched its first scripted virtual reality experience to coincide with the midseason premiere of its hit drama Quantico.

The experience was scripted by show writers and was done in partnership with Lexus. It enables fans to delve “in world” with the show, assuming the role of a new recruit on a mission with FBI trainees Shelby Wyatt (Johanna Braddy) and Caleb Haas (Graham Rogers) as they track down and apprehend their assigned target. The experience is available at QuanticoVR.com.

“Working in virtual reality opens up so many possibilities and ways to engage fans beyond what can be accomplished on a flat screen,” said Jeffrey Weinstock, the VP and creative director at ABC Integrated Marketing. “We’re literally inviting fans to be a character in the show, immersing them in this world and allowing them to explore and discover parts of the story on their own.”

“With VR, the viewer is in the car with our actors. It’s a much deeper level of engagement for a sponsor while still remaining organic and true to the story line,” added Weinstock.

“In the last few years Lexus has created some remarkable virtual reality experiences to engage consumers outside of the traditional automotive channels,” said Brian Bolain, Lexus’s corporate marketing communications and product marketing manager. “This project allowed us to seamlessly integrate Lexus into Quantico‘s story line so fans could explore the new LX virtually while enjoying the show’s 360-degree bonus footage.”

“VR allows passionate fans to step through the usual 2D plane of entertainment and explore the actual world of their favorite show,” added Alastair Green, executive creative director of Team One, agency of record for Lexus. “And it makes sense that a visionary brand like Lexus would be one of the first to push the boundaries of what a branded VR experience can be.”