Global: Johnnie Walker launches VR experience to highlight danger of drink driving

Diageo-owned brand Johnnie Walker has launched a 360° virtual reality (VR) experience in the US that features a drink driving crash.

Johnnie Walker launches VR experience highlighting fatal drink driving crash
Johnnie Walker launches VR experience highlighting fatal drink driving crash

Diageo has used its blended Scotch whisky brand for the rollout of the new initiative, given the brand’s work globally launching the Join the Pact programme. Through Join the Pact, Johnnie Walker has urged consumers to stop drink driving by having them take a pledge to never get behind the wheel while intoxicated.

The VR experience, called 'Decisions', follows the journeys of three different vehicles and their passengers.

The stories of each individual group unfolds as the viewer discovers the different motivations that led to each group’s night out. All three storylines, and vehicles, ultimately converge in a tragedy that the viewer will be able to see, hear and feel.

Through the use of immersive VR technology to share this story, Diageo highlights the negative impact that one bad decision can have on multiple lives.

"With Thanksgiving and the holiday season right around the corner, the dangers of drunk driving should be on all of our minds as we celebrate with friends and family," said James Thompson, chief marketing and innovation officer, Diageo north America.

 "With VR technology on the rise both in consumer interest and utilisation, we believe this is the ideal method to directly and emotionally impact consumers. It was a natural fit for Johnnie Walker to lead given the brand’s work with their ongoing Join the Pact initiative."

The VR program was spearheaded by Diageo’s digital and culture and partnerships teams, who have engaged partners such as Facebook, YouTube and The New York Times to help drive support and distribution for this project. Digital agency VaynerMedia, helped the company with the creative vision, production, development and distribution.

Consumers of legal drinking age can access 'Decisions' through Facebook 360, YouTube 360 and NYT VR. It is also compatible with all VR headsets, including Samsung Gear VR, Oculus Rift, and Google Daydream.

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