LOS ANGELES, Aug. 26, 2015 /PRNewswire/ -- The Lovato
Treatment Scholarship and premier grocery chains Food 4Less in
Southern California and Foods Co
in Central and Northern California
have joined forces to launch an innovative promotion to offer
California shoppers an opportunity
to digitally unlock an exclusive virtual reality performance of
Demi Lovato at the legendary
Troubadour in Hollywood,
California during the first-ever Lovato Treatment Benefit
concert. The concert supported The Lovato Treatment Scholarship
program which helps raise awareness and cover treatment costs for
those suffering from mental health and addiction issues.
Launched on August 19 and running
through September 15 via DigitalFood,
the free mobile app for Food 4 Less and Foods Co. shoppers,
customers and "Lovatics" that purchase select Nestle Waters, Farmer
John and Kelloggs Pop-Tarts brand products can unlock the exclusive
virtual reality performance by scanning their receipt directly in
the app. Upon accessing the DigitalFood app, shoppers will be
greeted with a message featuring information about The Lovato
Treatment Scholarship along with in-app instructions to unlock the
exclusive virtual reality performance, which features two live
renditions of her hits Warrior and Skyscraper.
To support complete VR functionality and viewing, for the first
time in grocery retail history, Food 4 Less is making virtual
reality available and affordable to the masses by offering VOGGLZ
companion viewer to enhance the virtual reality experience for
shoppers. VOGGLZ, which was inspired by the open source
designs of Google Cardboard, will be available for purchase in Food
4 Less Southern California and Foods Co stores for a limited time
at an unprecedented $2.99 USD,
marking an industry first for widespread availability of virtual
reality technology in brick and mortar establishments.
"I'm thrilled to collaborate with Food 4 Less in support of The
Lovato Treatment Scholarship," says Demi
Lovato, "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."
"We are very excited to work with Demi
Lovato and help support the mission of The Lovato Treatment
Scholarship," said Eddie Vasquez,
Customer Communications Manager of Food 4 Less and Foods Co. "We
are proud to offer this program to our loyal community of shoppers
and always look for innovative digital programs to offer to our
growing digital customer base."
"Virtual reality, until now, has been unaffordable to the mass
consumer," said Jonas Hudson, COO
and partner at CausePlay, managing the promotion and development of
the DigitalFood app. "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."
For more information about the program, visit
www.digitalfood.com. The DigitalFood App is now available for free
download for iPhone and Android devices and currently provides Food
4 Less and Foods Co. shoppers with exclusive marketing sweepstakes,
music and video content, partner recipes and now, an exclusive
augmented reality platform.
About The Lovato Treatment Scholarship
Singer, songwriter, actress, entrepreneur and philanthropist,
Demi Lovato created The Lovato
Treatment Scholarship program in honor of her late father. The
program helps cover expenses for those who cannot afford treatment
for mental health and addiction issues and includes costs for
transitional living homes as well as clinical services for
outpatient programs. In celebration of her journey through three
years of sobriety which marked an incredible milestone in Lovato's
life, she hosted the first-ever Lovato Treatment Scholarship
Benefit concert in March. The inspirational evening helped raise
awareness for mental health and addition as well as funds to cover
treatment programs.
About DigitalFood
Digitalfood is an app exclusively for Food 4 Less and Foods Co.
which "makes life easier" for shoppers. The Digitalfood app
unites favorite brands with great entertainment rewards and prizes
while also providing information for consumers and employees on
Food 4 Less and Foods Co. programs and initiatives.
DigtialFood incorporates licensed patents to deliver content
and provides an exclusive and proprietary augment reality platform
for pre and in-store shopping.
About Food 4 Less
Headquartered in Los Angeles, Food 4 Less operates 131
price-impact, warehouse-format supermarkets under the banners Food
4 Less in Southern California,
Illinois and Indiana, and Foods Co in Central and
Northern California. Last
year, Food 4 Less contributed more than $4 million to support education, hunger relief,
women's health and local nonprofit organizations in the communities
served by the company's stores. Food 4 Less is a subsidiary of
The Kroger Co., (NYSE:KR), one of the nation's largest grocery
retailers, headquartered in Cincinnati,
Ohio. For more information about Food 4 Less, please
visit our website at www.food4less.com
About CausePlay
CausePlay creates and licenses owned and operated mobile
distribution and publishing platforms that deliver brand fueled
content, promotions and advertising. CausePlay distributes
programs which incorporate mobile tactics from in-store beacon
distribution to augmented and virtual reality programs.
Media Contacts:
Alex Munson/Susan Yin
Rogers & Cowan
310.854.8297/310.854.8122
amunson@rogersandcowan.com
syin@rogersandcowan.com
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SOURCE CausePlay