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.