Cheers

Cheers

The Beverage Business Magazine for Full-Service Restaurants and Bars

  • Beverage Trends
    • Beer
    • Wine
    • Spirits
    • Wine Reviews
    • Marketing
    • Operations
  • Recipes
    • What I’m Drinking Now
    • Submit a Drink Recipe
  • Resources
    • eRNDC Login
    • SG Proof Login
    • CORE: Children of Restaurant Employees
  • Events & Awards
    • Cheers Beverage Summit
    • Growth Brands
    • BevX Awards
    • Supplier Awards
  • Podcasts
  • E-News
    • E-News Subscribe
  • Digital Issues
  • Cheers@Home

New Diageo VR Experience Explores Dangers of Binge Drinking

08/30/2017

by: The Staff

Diageo today announced plans for a new virtual reality (VR) experience that will place LDA consumers in a first-person, multi-perspective story about the dangers of binge drinking.

This initiative represents the company’s latest effort – and its second leveraging VR technology – to inform consumers about the importance of responsible decision-making when drinking.

The new program follows Diageo’s October 2016 launch of “Decisions,” a 360° experience that placed consumers in the front seat of a fatal drunk driving crash. In the four months after its introduction, “Decisions” accumulated almost 14 million views, the company reports.

“The experience made a significant impact on consumer perceptions with 73% of viewers surveyed after watching the film saying they are now more likely to stop other people from drinking and driving,” the company says in a release. “In addition, 75% of viewers said they will prevent drinking and driving by planning ahead with a designated driver.”

The new program is once again spearheaded by Diageo’s Digital and Technology Partnerships teams. Joining Diageo in the effort will be Jaunt, the cinematic experience company, who will help with creative vision, production, development and distribution of the experience.

“Telling people about the effects of irresponsible decision-making when drinking is one thing – but giving them the opportunity to see, hear and feel what can happen because of even one bad choice is a potential game changer,” says said James Thompson, Chief Marketing and Innovation Officer, Diageo North America. 

Advertisement

Share this:

  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Reddit (Opens in new window)
  • Click to share on Tumblr (Opens in new window)
  • Click to share on Pinterest (Opens in new window)

diageo diageo virtual reality diageo vr

Last modified: 08/30/2017

Previous Story:
Getting the Most out of Mead
Next Story:
Rebecca Creek Distillery Appoints Former Pernod Ricard Exec as COO

About the Author: The Staff

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recipe Rating




Follow Us

Facebook
Twitter

In The News

  • World’s Longest Bar Opens in Tennessee
  • White Claw Launches Vodka Line
  • Pernod Ricard Buying Skrewball
  • Lux Row Introduces Rebel 100 Rye Whiskey
  • The Kraken Launches Gold Spiced Rum
  • Podcast: Elizabeth McCall, Woodford Reserve’s New Master Distiller
More News >>

Featured Drink

  • Cottontail Daiquiri
    Cottontail Daiquiri

Drink Recipes

  • 10 Spring Cocktails For 2023
  • Cottontail Daiquiri
  • Unique Irish Coffee Experiences
  • Pinch of Green
  • Irish Twists on Classic Cocktails

Current Issue

Cheers Current Issue

Cheers Magazine

  • About Cheers
  • Advertise
  • Contact Us
  • Subscribe
  • Market Research

Events & Awards

  • Beverage Excellence Awards
  • Cheers Beverage Summit
  • Growth Brands Awards

Magazines

  • Cheers
  • Beverage Dynamics
  • StateWays
  • Beverage Wholesaler
  • Beverage Handbooks (research)

E-Newsletters

  • Better Bartending
  • Cheers
  • Beverage Dynamics
  • StateWays
  • Beverage Wholesaler
  • Beverage Universe
  • Cannabis Regulator
  • About EPG Brand Acceleration
  • Send File
  • Privacy Policy
© Cheers Magazine. All rights reserved.