Mountain Dew is rolling out its first Oculus virtual reality effort as part of its “DEWcision 2016” campaign, encouraging fans to vote for one of its two new flavors: Baja Blast and Pitch Black.
The Nascar VR experience — developed in collaboration with agency Firstborn — allows viewers to be in full control of the race, co-piloted by one of the DEW Nascar drivers — Dale Earnhardt Jr., Kasey Kahne or Chase Elliott. There are two paths in Nascar VR: Baja Blast (California beach and desert) and Pitch Black (neo-Tokyo cityscape). Whatever path the viewer takes within the experience will count as a vote toward Mountain Dew’s final decision.
Since Nascar VR is tied back to the viewer’s favorite flavor, one way of measuring it is the number of votes,” said Stinson Parks, digital and branded content lead for Mountain Dew.
The soda brand will set up a VR station at the JR Motorsports Fan Day in Mooresville, NC, May 26-27, and distribute the content through Samsung’s mobile app Milk VR library, YouTube 360 and Facebook 360.
Mountain Dew unveiled its first VR experience in 2014, where viewers could skate with professional skateboarders Paul Rodriguez and Sean Malto through some of the most iconic spots in Las Vegas. A year later, the company trekked to the Utah backcountry where fans rode up the mountain in a helicopter with Olympic athletes Danny Davis, Scotty Lago and Jack Mitrani, and barreled down backcountry.
Mountain Dew also created a 360-degree video last year to let viewers ride along with race car driver Dale Earnhardt, Jr. through Bristol, TN and experience a 100 MPH ride around the track.
“Aside from sports, we will continue pushing boundaries in VR and expand to other verticals like gaming, film and music,” said Parks.
There will soon be a featured area for the VR Hub on Mountain Dew.com, where site visitors will be able to see playable 360-degree video formats of the four VR experiences Mountain Dew created in collaboration with Firstborn. Meanwhile, the beverage brand is in talks with Shazam about a VR partnership as the music app is pushing into visual. When Shazam users scan the label on a Pitch Black or a Baja Blast bottle, they will see a 360-degree video from Mountain Dew.
“At our core, we are a digital instigator,” he said. “That means pushing the limits of what’s possible and embracing creativity, whether that’s through VR and social media or progressing sports and gaming.”
Why HelloFresh struck an ad deal with StreamElements to reach the gaming community
StreamElements’ plug-and-play interface creates a lighter lift for brands looking to reach the gaming community, eschewing the protracted negotiations and production time that can come along with brand partnerships with prominent individual streamers.
What these latest consumer affinity trends tell us about marketing in 2023
Video views could guide marketers on where consumers will shop after watching content on social networks.
Sam’s Club wants to ‘broaden awareness’ in cinemas with a faux-movie trailer starring Kevin Hart
For the holiday season, Sam's Club has teamed up with Kevin Hart to help launch its ad featuring a movie trailer style and is hoping to connect with moviegoers by boosting brand awareness for the holiday season.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Why YouTube’s focus on competing with streamers may have hurt the platform as brands focus on TikTok
As competition continues to heat up in the digital video and content creation space with TikTok, Instagram and the recent addition of social app BeReal, YouTube may be feeling that heat more and more.
Dentsu’s new global gaming lead reflects on gaming strategy ‘void’ in advertising, media
Despite the rapid rise of gaming in recent years — or perhaps because of it — many brands and marketers are still confused about how to best reach the gaming community. Dentsu's new global gaming lead Brent Koning is equipped to navigate these uncertain waters.