Liquor Brands Want to Hypnotize You with Virtual Reality Bar Entertainment

Staff Writer
Liquor Brands Want to Hypnotize You with Virtual Reality Bar Entertainment
Liquor Brands Want to Hypnotize You with Virtual Reality Bar Entertainment
Oculus

Brand representatives are probably hoping that the alcohol opens up possible consumers to the advertising.

“Man, I can’t enjoy my drink in peace without being bombarded by these virtual reality liquor advertisements.” This sounds like a sentence straight out of a Douglas Adams novel, but the future is now. Liquor brands are taking advantage of Oculus Rift technology to let consumers experience a virtual reality universe. Sounds pretty cool, except the catch is that you’ll likely be watching a glorified three-dimensional advertisement for Jim Beam or Dos Equis.

Jim Beam has already created their virtual reality experience, which takes you on a Willy Wonka-esque journey through the bourbon-making process, from floating down the flowing brown river inside the barrel to eventually being catapulted out into a bottle or shot glass, according to Ad Week. The experience ends with the scent of Jim Beam filling your nostrils as a piece of paper soaked in bourbon is held under your nose. Sounds a bit like a tipsy MK-Ultra experiment to us. The Dos Equis advertisement shows consumers an extended scene of the iconic Most Interesting Man in the World at a party; the spot debuted last year during Halloween.

But don’t be too nervous; advertising experts aren’t sure if tipsy bar customers are ready for virtual reality.

“I think that virtual reality could be the next form of in-bar entertainment for liquor brands, but I hope it isn't, mostly from a personal standpoint — due to the risks involved with having folks with a few drinks in them using the new technology and not being aware of their real-world surroundings," Vincent Au, vice president of experience design at Rokkan ad agency, said.

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