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Through a blend of entertainment, education and immersive technology, Häagen-Dazs is hoping to teach new audiences about the plight of the honey bee.
The brand, which has used its marketing to champion the beleaguered bees since 2008, debuted a trailer for its new virtual reality experience during the second day of the Brand Storytelling conference in snowy Park City, Utah.
As part of the "Exploring Storytelling in VR and Immersive Advertising" panel hosted by Adweek Editorial Director Jim Cooper, the Nestlé brand gave marketers a taste of what its first virtual reality project will look like.
"We're here at the Sundance Film Festival really learning to tell stories even better," said Alex Placzek, director of marketing for Häagen-Dazs in the U.S.