Dewar’s launches virtual reality campaign
Bacardi-owned Dewar’s Blended Scotch Whisky has launched a virtual reality (VR) “Scratched360” campaign in support of recent launch, Dewar’s Scratched Cask.
Scratched360 aims to bring the whisky-making process behind Dewar’s Scratched Cask “to life” as part of a wider digital marketing campaign across the US.
The VR experience features national brand ambassador, Gabriel Cardarella, who leads viewers from the Scottish Highlands through to be scratching and charring process used in the production of Dewar’s Scratched Cask.
Consumers will be able to take part by visiting Scratched360.com on mobiles, tablets or desktops.
Dewar’s is offering customised VR viewers at select retailers across the US. It is also undertaking a nationwide tour featuring a custom-built, 10-foot replica of an American white oak Bourbon barrel.
Starting in Chicago on 11 October and continuing through Louisville, New York City and Miami throughout the month, consumers will be invited to step into the giant barrel for a 360-degree, 4D projection mapped experience.
In addition, sampling activity will be held (according to state regulation), and consumers will be able to use a “groover” to “graffiti” a wall of charred wood.
Participants will receive a sample of Dewar’s Scratched Cask from an approved local account.
Further details on the Scratched360 barrel journey can be found on the Dewar’s Facebook page.
“Dewar’s is proud of the time and dedication that goes into the creation of our whisky, and we are excited for fans to gain a better understanding of exactly how our products are made,” said Dan Pilas, VP and brand managing director, Dewar’s Blended Scotch Whisky Portfolio.
“Virtual reality gives us the unique opportunity to share our passion and give consumers a closer look at our home in Scotland.”
The VR experience is being accompanied by a digital media plan which encompasses social channels and key online promotions.
