Demi Lovato & CausePlay Bring Virtual Reality to Food4Less Shoppers

2011 VH1 Do Something Awards - Backstage And Audience

Demi Lovato is joining forces with CausePlay and popular SoCal grocery chain Food4Less to give shoppers an opportunity to digitally unlock an exclusive virtual reality performance by Demi at the legendary Troubadour in West Hollywood via the DigitalFood app now through Sept. 15th.

The Lovato Treatment Scholarship and premier grocery chains Food4Less in Southern California and FoodsCo 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 19th and running through September 15th via DigitalFood, the free mobile app for Food4Less 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.

“I’m thrilled to collaborate with Food4Less 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 Food4Less and FoodsCo. “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 Food4Less and FoodsCo. 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 The DigitalFood App is now available for free download for iPhone and Android devices and currently provides Food4Less and Foods Co. shoppers with exclusive marketing sweepstakes, music and video content, partner recipes and now, an exclusive augmented reality platform.

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