Samsung and Caruso Affiliated partnered to promote the launch of Samsung Gear VR with "The Night Before," which took users on an immersive sleigh ride powered by Oculus. From December 9 – December 31, 2016, visitors at The Grove Los Angeles could experience Samsung’s 4D take on a classic holiday moment. The activation was produced by PMK in collaboration with Best Events and Here Be Dragons. A variation of the ride was available in select malls across the U.S. starting December 14, 2016.

The sleigh ride was part of Samsung’s larger “Gift of Galaxy” holiday campaign that focused on family coming together and sharing special moments.