Mountain Dew launches its Nascar VR experience

Mountain Dew has continued its love affair with immersive experiences, this time intertwining VR with Nascar to enable fans to vote for one of its two new flavours.

Its “DEWcision 2016” campaign sees its very first Oculus virtual reality experience rolled out at the JR Motorsports Fan Day in North Carolina, taking place on 26 and 27 May. By using the VR engine, Mountain Dew will enable fans to vote for either ‘Baja Blast’ or ‘Pitch Black’ by slotting fans into a Nascar inside the experience.

The experience will allow viewers to be in full control of the race with the car being co-piloted by one of the DEW Nascar drivers. The vote for the soft drink flavour will be registered depending on which path the viewer chooses; a Californian beach and desert corresponding with ‘Baja Blast’ and a densely populated metropolis corresponding with Pitch Black.

Whatever path the viewer takes within the experience will count as a vote toward Mountain Dew’s final decision.

 

Digital, social and branded content lead at Mountain Dew Stinson Parks said that the VR experience was a innovative and creative way to get people to choose which flavour they prefer.

“Since Nascar VR is tied back to the viewer’s favorite flavor, one way of measuring it is the number of votes,” he said.

Parks also said that the company would continue to find unique ways in which to use new technology

“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… Aside from sports, we will continue pushing boundaries in VR and expand to other verticals like gaming, film and music,”

Mountain Dew is certainly no stranger to providing new and unique experiences to consumers, pioneering the use of VR and 360-video in brand-related promotions, unveiling its first experience in 2014 with viewers being able to skate with a professional skateboard as well as offering VR helicopter experiences with Olympic athletes.

And it seems like its something that’s here to stay with the brand soon launching a VR Hub on its website where site visitors will be able to see playable 360-degree video formats of the four VR experiences Mountain Dew created.

Take a look at a video of the Nascar VR experience below.

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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