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If you live in Tokyo get your ass off the couch and head for Tokyo Midtown now and get some delicious free ice-cream.

Ben & Jerry’s is celebrating an event in the basement of the Tokyo Midtown Galleria. Here you can enjoy free ice-cream, have your photo printed in a tub of the delicious thing, sit and relax while you eat under a (fake) tree…

…and also become a happy cow in a virtual reality experience using the Oculus Rift:

So where and when is this happening? Here you go:

Tokyo Midtown Galleria B1F
Saturday, March 15th 11am-8pm
Sunday, March 16th 11am-7pm

The even was put together by our company, Wieden+Kennedy Tokyo. Keep reading for the fun details.

The virtual reality booth consists of a custom-built cow’s head that contains an Oculus Rift headset. The user holds the cow’s head over his face and can join the Ben & Jerry’s characters while they’re having fun in their cartoon world. Basically, you become one of the happy cows.

Currently there’s a nice line of people waiting to become a cow and have some fun:

On the technical side, we used Maya with an Oculus Rift renderer plugin to develop the virtual world. It’s running from a laptop hidden behind the booth.

This is the first of Wieden+Kennedy Tokyo’s expeditions into virtual reality, and it’s already lots of fun!

I’m going to be here all day both Saturday and Sunday, so feel free to say hi if you see me around. :-)