Diageo steps into virtual reality

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Jason Chebib, VP/Consumer Planning at Diageo North America, offered a reality check about virtual reality (VR) during a session at the Association of National Advertisers' (ANA) 2017 Digital & Social Media Conference in San Diego.

While this channel has been touted as the next big thing for several years, Chebib argued that marketers may be overestimating VR's immediate potential as a mass medium, while underestimating its power for other uses.

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