'Immersive & Gunn' Fuses Beer With VR Technology

By: Jana Pijak - Oct 18, 2016
References: innisandgunn & youtube
Scottish beer brand Innis & Gunn is embracing multisensory marketing with its latest 'Immersive & Gunn' campaign that pairs compelling video clips with branded VR headsets. "Immersing the drinker in this virtual reality world is a very powerful way of enhancing the taste experience. It will change the way your brain processes and interprets the signals coming from your taste buds, drawing on personal memories of sight and sound to create a unique experience of the beer for every drinker," says Dr. Jacob Jolij, a cognitive neuroscientist who collaborated with the brand to test how technology affects the senses.

Consisting of two films, -- 'Original' which takes viewers on an immersive trip through the Scottish woodlands and 'Lager,' a VR experience that zones in on the sights and sounds associated with beer's refreshing taste -- Immersive & Gunn aims to enhance brand engagement with a memorable campaign that targets a younger demographic of Millennials.