Consumers experience first-person perspective of binge drinking tragedies in virtual reality series
Using innovative technology for a Responsible Drinking Virtual Reality Film Series: Decisions
Feature 26 APR 2018
We have introduced a new virtual reality (VR) experience that will immerse consumers in the US in a first-person, interactive story about the dangers of binge drinking. We are committed to encourage consumers to drink better, not more, and to reduce harmful drinking. “Decisions: Party’s Over” seeks to reduce binge drinking through educational content, delivered through innovative technology.
The launch follows our successful 2016 launch of “Decisions,” a first-of-its-kind 360° experience that placed consumers in the front seat of a fatal drunk driving crash and accumulated almost 14 million views. The experience had a significant impact on consumer perceptions. After watching the film, 73% of viewers said they were more likely to stop other people from drinking and driving, and 75% said they would prevent drinking and driving by planning ahead with a designated driver.
“Decisions: Party’s Over” continues the series with an innovative take on VR, allowing consumers to interact with the story – toggling between four different points of view – as they experience each of the characters’ perspectives. This latest initiative has once again been spearheaded by our Digital and Technology Partnerships team in North America. Joining us in the effort is Jaunt, the immersive cinematic experience company, who helped with the creative vision, production, development and distribution of the experience.
“We’re excited to be a part of ‘Decisions: Party’s Over,’ the latest installment in our virtual reality film series and offer our technology to bring the content to life,” said Tom Vance, Jaunt’s Co-Head of Studio. “Binge drinking can have very serious consequences, and by combining our tools with Diageo’s creative vision, we are able to create an experience that will leave a lasting impact on consumers as they navigate decisions in their lives around drinking responsibly.”
The stories of each character unfold as the viewer steps into their point of view and experiences the party from a first-person perspective, following along with how much alcohol each is consuming at the party as the night goes on. This VR film differs from anothers as it uses of interactive synchronous storylines. Each storyline is perfectly timed so that viewers watching in the Jaunt application on GearVR or Oculus Rift can dynamically switch between character points of view for varying perspectives and consequences throughout the experience.
“We’re continuing to use virtual reality technology for social responsibility initiatives because the immersive experience brings to life the terrifying realities and dangers associated with binge drinking,” said James Thompson, Chief Marketing and Innovation Officer, Diageo North America. “While drunk driving and underage drinking are at historic lows, binge drinking rates have remained stable. Binge drinking is the most often ignored and deadly pattern of excessive alcohol consumption. Diageo ha long been recognized as an industry leader in responsible drinking programming, and our hope is to build on our previous successes with virtual reality to reach our audience on an emotional level and prevent future detrimental impaired decisions associated with binge drinking.”
Consumers in the US of legal drinking age can access the interactive VR version of “Decisions: Party’s Over” through the Jaunt App in the Oculus Store, both on Oculus Rift and GearVR or view in VR through the Jaunt App supported on iOs, Android, Playstation VR, Google Daydream, Windows Mixed Reality, HTC Vive and all desktop browsers. Consumers can also visit bingedrinkingvr.com and watch the non-interactive version in 360 on their mobile phone.