While the holidays are a great time to get together with family and friends and enjoy some good food and drinks, it's also a time when there's a major concern around people drinking and driving. Diageo brand Johnnie Walker is celebrating the holiday season with a pretty intense virtual reality experience to hopefully stop people from getting behind the wheel after a night of drinking.
The virtual reality experience, produced by VaynerMedia, weaves three different stories together—a woman celebrating success at her job, new parents heading out to enjoy their first date night after the birth of their baby and a group of friends enjoying a night out.
"It's where we make decisions that impact the rest of our lives," the video says after introducing viewers to each of the three story lines.
After going through the experience, you learn that not everyone makes it out alive, but more than that the user actually sees the crash unfold and watches, in horror, as the surviving woman discovers what she has done.
"We've created an experience that I think is unforgettable and has such a huge impact that anybody at risk of making a bad decision, in terms of how much to drink and then getting behind the wheel, they will very much think twice," James Thompson, Diageo CMO, said.
For the past 15 years, the brand has ensured that one in five of its marketing campaigns tackles social responsibility. The latest campaign takes thing to the next level by actually having the consumer experience what it's like when a crash happens so suddenly and what the ramifications can be.
"Diageo is the leader in the industry and with that leadership position it's important for us to fulfill our obligation and make sure people treat our products with responsibility," Thompson said.
Anyone looking to try the experience firsthand can access it on YouTube 360, Facebook 360 and New York Times VR.