Mountain Dew has taken their #DoTheDew campaign, which encourages and provides ways for consumers to take part of the Mountain Dew lifestyle of adventure, to the next level.
In this activation, Mountain Dew ventures backcountry slopes to produce Dew VR Snow, putting viewers into the bindings of their favorite winter athletes via virtual reality technology. Featuring three freestyle boarders – Danny Davis, Scotty Lago and Jack Mitrani – the Dew VR Snow experiential stunt gives viewers a unique opportunity to experience every jump, trick and run first-hand, as if they were the ones actually shredding the pow. As an extension of Mountain Dew’s brand messaging to “ Do the Dew,” this virtual reality experience is a further iteration of this motto, letting consumers participate in the Mountain Dew lifestyle, no matter what geographic barriers exist. “It’s the difference between talking to consumers and immersing them in our experience,” says Christine Ngo, Mountain Dew’s Digital Brand Manager, “We want to bring fans closer to the things they love.”