English Reading.docxVIP

How one company is using virtual reality to combat drunk drivingThrough the use of virtual reality (VR), Diageos Digital and Technology team wants to take consumers on a drunk driving journey from beginning to end in order to demonstrate the tragic consequences that come with drinking irresponsibly.The goal is to be able to actually put someone in the middle of that experience and for them to see the choices that led to that horrible outcome. I think this approach is much more impactful, said Dan Sanborn, SVP of Culture and Partnerships for Diageo (DGE-GB), a global leader in beverage alcohol.In order to recreate a realistic and relatable experience, Sanborns team will interview a number of people impacted by drunk driving and use those stories to enhance the VR experience.The consumers point-of view will be from the passenger seat of the car, instead of from behind the wheel, emphasizing the power of choice.I think giving someone a passenger seat to watch that situation unfold will allow them to think about what could have been done differently ... because many times [prevention starts with] the person that may be afraid to speak up or knows that the driver is making the wrong decision, said Sanborn. Sanborn said his goal is to make sure as many people as possible get to see it. For that reason, the company is developing a multi-platform experience that can be used across Facebook 360, YouTube, and VR headsets Sanborn said. In addition, Diageo will also have a sit-in module experience (think Star Tours at Disneyland) that [the company] will be sending around the country to different sporting events and concerts.While this initiative focuses solely on drinking and driving, Sanborns vision for the future reaches beyond this one topic. We want to be able to take what weve learned from this endeavor and continue to develop more [VR] experiences that address the many issues around decisions when youre drinking.According to Sanborn, Diageo plans to roll-out its immersive