The Lovato Treatment Scholarship and grocery chain Food 4 Less have joined forces to launch a promotion to offer shoppers in California the opportunity to digitally unlock an exclusive virtual reality (VR) performance of triple-platinum recording artist Demi Lovato at the Troubadour in Hollywood, California during the first-ever Lovato Treatment Benefit concert.
The concert is supporting The Lovato Treatment Scholarship program which helps raise awareness and cover treatment costs for those suffering from mental health and addiction issues. Through Digital Food, a free app for Foods 4 Less and Food Co. shoppers that purchase select Nestle Waters, Farmer John and Kelloggs Pop-Tarts brand products can unlock the exclusive VR performance by scanning their receipt directly in the app.
“I’m thrilled to collaborate with Food 4 Less in support of The Lovato Treatment Scholarship,” said Demi Lovato in a statement. “This year’s benefit concert marked a very important milestone in my life and I’m excited to share this special performance in virtual reality to help raise awareness and funds for mental health and addiction issues.”
Jonas Hudson, COO and partner at CausePlay, which manages the promotion and development of the DigitalFood app said in a statement: “Virtual reality, until now, has been unaffordable to the mass consumer. Demi Lovato and Food 4 Less and Foods Co. both understood the importance of allowing technology to penetrate every aspect of society and fan bases while delivering both entertainment and supporting social issues.”
VRFocus will continue to follow all the latest announcements regarding VR and report back.