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Time Inc.’s The Foundry and Coors Light Join Forces to Bring Immersive College Football Experiences to Fans via LIFE VR

“360-Degree Virtual Reality Content to Enhance Experiences for New Coors Light XP Loyalty Program”

Time Inc. (NYSE:TIME) and Coors Light, have teamed-up to bring college football fans even closer to the gridiron this season. Through virtual reality technology, fans 21 and older will get exclusive access to some of the sport’s most storied programs – starting with the University of Texas (UT) and the University of Southern California (USC).

“Our hope is fans feel more a part of the game than ever before and the technology we used as part of the VR experience will make that happen on a whole new level.”

Experiences are available to fans of both teams everywhere via Time Inc.’s LIFE VR app. Through the app, USC Trojan fans will be transported to the field at LA Memorial Coliseum to see what it’s like inside the huddle and be part of the action, while Texas fans will get behind-the-scenes access to Darrell K Royal–Texas Memorial Stadium, including an in-depth look at the newly renovated locker rooms, with former UT star Jordan Shipley.

“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.”

The LIFE VR experiences were created as part of Coors Light’s new year-round loyalty program, Coors Light XP, which stands for experience points. Just download the app to join. People earn points by purchasing Coors Light 12-packs or 15-packs of aluminum pints, posting to social media using #CoorsLightXPRewards, or playing trivia at their favorite bars and restaurants that serve Coors Light. Points can be cashed in for limited-edition gear, tickets and one-of-a-kind experiences like the chance to play flag football at LA Memorial Coliseum or taking a tour of Darrell K. Royal-Texas Memorial Stadium with Jordan Shipley – turning the VR experience into a real, memorable opportunity of a lifetime.

The branded VR experiences will be brought to fans via on-site Coors Light activations at participating bars and restaurants and distributed on the LIFE VR app (on iOS and Android). 360-degree video versions of the content also will be shared on SI.com and across Time Inc.’s digital platforms during the college football season.

Legal-drinking-age college football fans attending the 9/16 USC vs. Texas game will be able to access the virtual reality experiences at the Ralph’s and Fox VIP pre-game tailgates in front of the LA Memorial Coliseum starting at 2:30 p.m. PST.

“We’re thrilled to partner with Coors Light and reward college football fans with can’t-buy experiences that are entertaining, provocative and compelling,” said Chris Hercik, senior vice president, creative, at The Foundry. “Our hope is fans feel more a part of the game than ever before and the technology we used as part of the VR experience will make that happen on a whole new level.”

This is the first of a series of exclusive VR sports experiences from The Foundry and Coors Light, with more scheduled to debut in the coming months.


Time Inc. (NYSE:TIME) is a leading multi-platform consumer media company that engages over 170 million consumers globally every month. The company’s influential brands include PEOPLE, TIME, FORTUNE, SPORTS ILLUSTRATED, INSTYLE, REAL SIMPLE, SOUTHERN LIVING and TRAVEL + LEISURE, as well as approximately 60 diverse international brands. Time Inc. offers marketers a differentiated proposition in the marketplace by combining its powerful brands, trusted content, audience scale, direct relationships with consumers and unique first-party data. The company is home to growing media and platforms, including digital video, OTT, television, licensing, paid products and services and celebrated live events, such as the TIME 100, FORTUNE Most Powerful Women, PEOPLE’s Sexiest Man Alive, SPORTS ILLUSTRATED’s Sportsperson of the Year, the ESSENCE Festival and the FOOD & WINE Classic in Aspen.

About Coors Brewing Company

Coors Brewing Company was founded in 1873 by Adolph Coors, who chose the Clear Creek Valley in Golden, Colo., for his new brewery because of the pure water in the nearby Rocky Mountain springs. The brewery’s original and most enduring beer is Coors Banquet (Coors.com, Facebook.com/CoorsBanquet, YouTube.com/OfficialCoorsBanquet), still brewed exclusively in Golden using only Rocky Mountain water and high-country barley. Coors Light (CoorsLight.com, Facebook.com/CoorsLight, @CoorsLight on Twitter, YouTube.com/CoorsLight) was introduced in 1978 and now is the second-best-selling beer in the United States. Triple-filtered smooth Keystone Light (KeystoneLight.com, Facebook.com/KeystoneLight) is one the country’s most popular economy beers. Coors Brewing Company is part of MillerCoors, the U.S. business unit of the Molson Coors Brewing Company. Learn more at MillerCoors.com, at Facebook.com/MillerCoors or on Twitter through @MillerCoors.


Time Inc.
Jill Davison, 312.522.0105
Scott Bussen, 312.496.2969

Author: VR Reporter

I am a hi-tech enthusiast, VR evangelist, and a Co-founder & Chief Director at Virtual Reality Reporter!

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