Guinness Immersive Project Lets UK Shoppers Grab a Virtual Pint

"VR technology is increasingly becoming a viable new media platform for brands and agencies that are looking for powerful ways to impact on branded storytelling."
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It's got (almost) all the goodness you'd find in a Guinness, without the calories. And with a little VR thrown in to make up for the fact that it's not quite pub time yet.

Guinness plans to bring its beer recipes to life with an immersive, multisensory virtual reality experience that's being rolled out in Tesco Supermarkets across the UK.

The beer magnate is kicking off a Guinness roadshow to introduce drinkers to its newest line of beers, and to do so in a way that transports drinkers into a 360-degree immersive environment of color, sounds and shapes that the marketing gurus at Guinness say is scientifically proven to enhance the flavor profiles of each of the beers, namely the new West Indies Porter, Hop House 13 Lager and Guinness Draft.

More information on the project can be found here:

R/GA London and Guinness Collaborate on In-Store VR Experience

How Guinness and R/GA Made a VR Tasting Experience for All Five Senses

Guided by the voice of master brewer Peter Simpson, the viewers in the 360 VR environment will be instructed at different intervals to smell and taste the virtual beer. Drinkers will be able to hold an intelligent cup that hosts an embedded chip; that chip will recognize an individual's movements and trigger a set of multisensory cues designed to enhance flavors and aromas while in the 360-degree environment. The project is being led by the firm R/GA London.

"VR technology is increasingly becoming a viable new media platform for brands and agencies that are looking for powerful ways to impact on branded storytelling," says Alex Wills, managing director of R/GA London. "We're really excited to have partnered with Guinness on a campaign that uses VR not as a gimmick or a 'first', but for what the technology was actually designed to do: suspend the senses and transport you to another place."

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Originally the idea was to create a virtual reality tour of the brewery itself, but the design team thought it might be more powerful to take the essence of that idea – learning about and experiencing a pint of beer – and decided instead to bring it to life in a more immersive way. According to Halie Ritterman, global digital and data lead at Guinness, using technology in this way allows the brewer to showcase the brewing experimentation and innovation that happens at Open Gate Dublin, the brew house at St. James Gate in Dublin.

R/GA London collaborated with production company MPC Creative, which developed the animated visuals and audio environment of the virtual reality experience.

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