Dewars Alcohol Event

As many as four people at a time could step inside the 10-foot barrel to watch the video projected onto interior walls. Heat lamps and scent machines inside the barrel were synced with the video to enhance the sensory experience.

Guests placed their smartphones inside cardboard viewers to watch the virtual reality video.

To relate to the fact that the whiskey is aged in scratched oak barrels, Dewar's gave guests tools to scratch their names or sayings into a large wood wall and encouraged them to share their inscriptions on social media.

As guests posted on social media with the hashtag #scratchedtag or texted it to a specified number, they received a code that could be used at a nearby bar for a free Dewar’s cocktail.

To attract attention, large flames shot out of the top of the barrel whenever there were not people inside.