Bacardi Limited?s Dewar?s Scotch brand is bolstering its mobile marketing efforts by introducing a 360-degree virtual reality experience on a mobile-optimized microsite, enabling fans to take a guided tour through the Scottish highlands and immersing them in how the whiskey is made. 

The alcohol marketer is one of the latest to enhance its advertising strategy by way of mobile, suggesting that the brand is ready to target millennial consumers with relevant content that transforms into a unique experience. Consumers may visit Scratched360.com on their smartphones, tablets or desktops to view the mobile-optimized video with or without a virtual reality headset.

"Dewar's sells experience and how its product makes you feel,? said Jeff Hasen, co-founder of Gotta Mobilize, Seattle. ?Virtual reality brings consumers closer to the brand, but Dewar's wisely provides alternate ways to view the content.?

Creating authentic experiences
Virtual reality is an optimal tactic for Dewar?s to leverage as it seeks to create an all-encompassing tour experience for consumers. Users may visit Scratched360.com on their mobile devices and opt to take the tour without purchasing a headset, although Dewar?s will offer customized virtual reality viewers for sale at select retailers across the United States.

Once individuals opt to watch the video without a viewer, they will be taken to a full-screen experience and greeted by national brand ambassador Gabriel Cardarella. Consumers may also explore the neighboring surroundings while the video is playing by dragging their finger across the mobile screen.

Guided locations include a factory where Dewar?s Scratched Cask is manufactured, the outdoors of the Scottish highlands and the warehouse in which Dewar?s barrels are stored.

After the video ends, users may click the ?Learn More? button to receive a slew of new options, including watching the clip again, finding a bottle of Dewar?s to purchase, reading about the scotch-making process and exploring various recipes.

Dewar?s is hoping to educate fans about the tricky process of making its spirits, as well as entice new potential customers with its branded message.

The marketer will also tap Facebook, Tumblr, Twitter and Instagram for an extension of the campaign by rolling out exclusive content and photography to illustrate the Scratched Cask-making process.

Dewar?s fans will also have the opportunity to step into a 10-foot-tall replica barrel, which will be traveling the country as part of the campaign beginning in Chicago, and personally experience a part of the scotch-making process.

The replica includes a 4D projection video that further showcases the alcohol?s scratching and charring development.

Interested consumers are encouraged to follow the brand?s official Facebook page to learn if the barrel will make an appearance in their hometown.

Alcohol-tinged mobile efforts
Dewar?s is not the only alcohol brand leveraging the power of mobile advertising in a bid to reach more consumers and differentiate itself from the competition.

Rum brand Bacardi is pouring a healthy dose of mobile into its latest millennial-centric campaign by leveraging Facebook?s new immersive canvas advertising unit, which opens up a full-screen smartphone experience for users who click on an ad (see story).

While Bacardi?s ad unit is well-suited for its target demographic, Dewar?s will also likely see a surge in brand awareness as well as excitement among long-lasting customers. The ability to watch the mobile video without owning a virtual reality viewer is paramount in making the campaign accessible for everyone.

?Virtual reality has seemingly been coming for years, and still the great majority doesn't have a VR viewer,? Mr. Hasen said. ?Whether it will be as special as a fine scotch is very much in question."

Final Take
Alex Samuely, staff reporter on Mobile Marketer, New York