Scotch whisky brand Label 5 recently launched a new campaign called 'High 5: Say Cheers to the World,' with a dedicated microsite that lets complete strangers on the Internet share a virtual drink with one another.
For the campaign, people are invited to visit the website, activate their webcam or mobile camera and take a selfie holding a glass of Label 5. User-submitted pictures are then stitched together to make it look as though the two Label 5 fans are clinking glasses.
As the brand describes: "With High 5, Label 5 provides what Millennials are looking for: being able to easily share unexpected moments, anytime, anywhere, through mobile devices, and connect with other Millennials abroad."
Key Themes Behind This Trend
- Virtual Drink-sharing
- Disruptive innovation opportunity: Explore the development of virtual reality technology to create immersive and realistic virtual drink-sharing experiences.
Where This Applies
- Alcohol
- Disruptive innovation opportunity: Incorporate virtual drink-sharing features into alcohol delivery apps to enhance the social experience of drinking at home.
- Marketing and Advertising
- Disruptive innovation opportunity: Create innovative virtual drink-sharing campaigns to engage and connect with consumers in new and exciting ways.
- Technology
- Disruptive innovation opportunity: Develop new technologies and platforms that enable realistic virtual drink-sharing experiences, such as augmented reality glasses or virtual reality headsets.
