The Cleveland Cavaliers are handing out VR viewers that double as beer holders

The Cleveland Cavaliers today distributed 750 virtual reality viewers to fans in attendance of the team’s playoff game against the Atlanta Hawks. The Cavs mark the first NBA team to integrate virtual reality content into the arena experience.

The Cavaliers partnered with Budweiser and DODOCase for the initiative, handing out cardboard virtual reality viewers that double as beer can holders. A series of four videos are available via the official Cavaliers app for iOS and Android and via Budweiser’s virtual reality YouTube channel. Videos include a courtside view of the National Anthem performance and player introductions, as well as tours of the Cavs’ locker room and practice facility (via Forbes).

Budweiser renewed its partnership in 2015 for four more years and this initiate is one of the first examples of how the two plan to work together throughout the rest of this playoff season and in the future. Budweiser initially came up with the idea while the Cavaliers developed, filmed, and produced the actual virtual reality content in partnership with Yinzcam, the creators of the team’s mobile application.

The virtual reality marketing doesn’t stop there, though. The Cavaliers plan to provide 1,500 additional virtual reality viewers throughout the remaining games of the playoffs this year.

It’s certainly interesting to see virtual reality start enter the mainstream market. Last month, President Obama got the opportunity to try out the technology for the first time and was impressed. We should expect to see more virtual reality advancements at Google I/O this year, as well.