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.
Key Themes Behind This Trend
- Multisensory Marketing
- Innis & Gunn's 'Immersive & Gunn' campaign demonstrates the power of combining different senses in marketing, opening up opportunities for other brands to create immersive experiences.
- Virtual Reality Advertising
- The integration of VR headsets in beer marketing provides a new avenue for brands to engage with consumers, paving the way for innovative advertising campaigns in the future.
- Cognitive Neuroscience in Advertising
- Dr. Jacob Jolij's collaboration with Innis & Gunn highlights the potential of using cognitive neuroscience to enhance consumer experiences, suggesting a new frontier for advertising strategies.
Where This Applies
- Alcohol Beverage
- The beer industry can explore immersive marketing tactics like VR technology to target younger demographics and create unique experiences for consumers.
- Marketing and Advertising
- The 'Immersive & Gunn' campaign showcases the innovative use of multisensory marketing, inspiring other marketers to think outside the box and experiment with immersive techniques.
- Technology and Gadgets
- The integration of VR headsets in beer marketing opens up opportunities for technology companies to create specialized virtual reality devices catered towards the beverage industry.
