Part sampling program part fan experience, we designed specialized Budweiser packaging that doubled as VR glasses. Fans who ordered Bud during the NBA finals would receive the glasses as well as instructions for viewing an exclusive NBA series. The video series shot entirely in VR included a court-side view of the National Anthem, a tour of the Cavaliers’ locker room, a tour of the Cavaliers’ practice facility and a look at the Cavaliers’ dunk squad, C-Town Throwdowns.