Dewar's is using a virtual reality video as the centerpiece of its campaign supporting the launch of its new whisky, Dewar's Scratched Cask.
Scratched Cask uses the same type of American white oak barrels used for Bourbon in order to create a new whiskey that's "smooth, with a flavorful finish," according to Dewar's parent Bacardi Limited.
The VR video, viewable by accessing www.Scratched360.com from mobile devices or desktops, starts with the barrels arriving from the U.S. at a Scottish port, then moves to Dewar's' historic Aberfeldy Distillery. It shows each step in making the whisky, including charring and scratching the barrels and filling them with the liquid, which is then left to mellow in the barrels for several months. The video is narrated by Dewar's national brand ambassador Gabriel Cardarella, who introduces the brand's master blender, Stephanie MacLeod, at the end.
Dewar's will offer customized VR viewers at select retailers across the U.S., as well as ship them to consumers who request them through social media and the whisky's Web site.
"Virtual reality gives us the unique opportunity to share our passion and give consumers a closer look at our home in Scotland," said Dan Pilas, VP and brand managing director for Dewar's Blended Scotch Whisky Portfolio.
Dewar's is also holding events around the country, featuring a 10-foot-tall replica of a white oak barrel bearing the brand's logo.
Consumers who step into the barrel can view a 360-degree, 4D projection mapping video experience that further details the charring and scratching process; test the virtual reality viewers; and use a "groover" tool to graffiti a wall of charred wood and experience the scratching process. They'll also receive a sample of Scratched Cask at an approved local retailer.
The events started in Chicago on Oct. 10; others will be held in Louisville, New York City and Miami during October. Fans can access information about the events' dates and locations at the Dewar's U.S. Facebook page.
The launch campaign will also include banner takeovers and home page takeovers, sponsored headlines, rich media on mobile platforms, dedicated email blasts to readers at specific outlets, and promotions on YouTube360, Facebook, Instagram, Tumblr and Twitter.