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Innis & Gunn conducts virtual reality promotion

Scottish brewery Innis & Gunn has begun a virtual reality promotion called "Immersive & Gunn" to support its products in Canada. During the promotion, consumers who order Innis & Gunn Original or Innis & Gunn Lager at participating establishments will also be invited to view one of two branded presentations via a virtual reality headset. The content focuses on the brewing process and the brand's Scottish heritage. The campaign also included a street component in Toronto from Sept. 8 to 10, during which promotional workers invited pedestrians to view the VR presentations. The effort also includes social media activities.

"This year we've seen virtual reality amusement parks, house viewings and food tastings, so we were fascinated to explore how this incredible technology would impact our beers," said Dougal Gunn Sharp, founder of Innis & Gunn. "We're committed to pushing the boundaries of the beer industry and 'Immersive & Gunn' allows us to play with the ways that different senses impact taste. I'm excited to see how drinkers react when they're thrust into dense woods and scale tall cliffs. By accessing the wilderness of Scotland we’re playing with the way people consume our beers, when we are no longer confined to the physical space we occupy, the possibilities for innovation are endless."

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