Coors Brewing Company will transport beer drinkers to the scene of a horror movie using virtual reality this Halloween weekend.
Offering an experience it calls Night of Frights, Coors will target millenials who see Halloween as a chance to party.
The Halloweeen experience will be offered until 31 October at Carmen’s Nightclub in Miranda NSW, The Beery in Terrigal NSW, Melbourne’s Seven Nightclub, The Victory Hotel and Johnny Ringos in Queensland, and Western Australia’s Varsity Bar and Newport Hotel.
The VR experience takes place in the venue rather than on the bottle, according to distributor Coca-Cola Amatil.
The user downloads an app on their smartphone, then the VR team inserts their phone into the VR headset they wear.
This then transports them into a horror movie where they are watched by their mates. The experience is supported by UV hidden messaging on mirrors and other surfaces.
The increasing popularity of Halloween has already helped the #coorshalloween social campaign reach almost 1.7 million consumers, with the prank video viewed over 170,000 times.
