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How Johnnie Walker Brought Drunk Driving Into Social Media Users’ (Virtual) Reality

Hosted by Vayner Media

Wednesday, March 1, 2017

New York

Marketing

0:48 minutes

According to the CDC, every day 28 people in the United States die in car crashes that involve impaired drivers, which amounts to one death every 53 minutes. So in 2016, digital agency VaynerMedia and Diageo, a global leader in beverage alcohol with brands including Johnnie Walker, Ketel One, Captain Morgan and others set out to educate consumers in a startling, first of its kind way with “Decisions”, a 360° virtual reality drunk driving experience to promote responsible drinking by really bringing to life what the aftermath of one bad decision can be.

In this panel, attendees will learn from marketing & studio production experts at Diageo and VaynerMedia, respectively, on how together they exposed social media users to a reality never before experienced on platforms including Facebook 360, YouTube 360, and in an integration with the New York Times to directly and emotionally impact viewers. In this panel discussion, we’ll highlight the benefits of virtual reality as an educational platform and how “Decisions” was able to give desensitized consumers a first hand experience of the effects of drunk driving.

Audience takeaways:

  • How virtual reality can be utilized as an educational platform
  • The expanding virtual reality capabilities of major social media platforms
  • Engaging ways to bring virtual reality campaign ideas to life on social media

Session Speakers

Jason Beauregard

Jason Beauregard

Head of Studio, VaynerProductions, VaynerMedia

Kerry  Flynn

Kerry Flynn

Platforms Reporter, Digiday

Ji  Lee

Ji Lee

Creative Lead, Facebook

Dan  Sanborn

Dan Sanborn

Senior Vice President, Culture & Partnerships, Diageo

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