James Thompson, director de Mercadeo e Innovación de Diageo Norteamérica
Diageo introduced Decisions a first-of-its-kind virtual reality (VR) experience that puts consumers of legal drinking age in the middle of a fatal drunk driving crash. This launch represents the company’s latest innovative approach to educate and meaningfully impact consumers about the importance of responsible decision-making when drinking.“With Thanksgiving and the holiday season right around the corner, the dangers of drunk driving should be on all of our minds as we celebrate with friends and family. Although drunk driving fatalities are at an all-time low, every single drinking and driving death can and should be avoided. It carries additional weight this time of year. On average, 728 people are injured or killed in drunk-driving crashes each day during the holiday season, and this issue will continue to be incredibly important to Diageo” said James Thompson, Chief Marketing and Innovation Officer at Diageo North America.The VR program is being spearheaded by Diageo’s Digital and Culture & Partnerships teams, who have engaged partners such as Facebook, YouTube and The New York Times to help drive support and distribution for this project.
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