Mountain Dew to Make Use of Oculus Rift VR
Mountain Dew is making a foray into Oculus Rift VR and is releasing its first Oculus VR content. This comes on the heels of its DEWcision 2016 campaign. Mountain Dew encourages fans to make a choice between two flavors and vote for their choice. The flavors are Pitch Black and Baja Blast.
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This virtual reality experience is going to be based on Nascar, and it is going to be released in partnership with agency Firstborn. The Nascar VR experience allows users to be in the driver’s seat and take full control of a race. They would be co-piloted by one of Mountain Dew’s Nascar drivers. Mountain Dew has an exotic range of Nascar drivers including Chase Elliott, Kasey Kahne, and Dale Earnhardt Jr.
There are two paths of choice in the Nascar VR: the Baja Blast and the Pitch Black paths. The Baja Blast consists of the California beach and desert, while the Pitch Black is a neo-Tokyo landscape. The path taken by the viewer will be the user’s vote and would be considered on the run up to 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.
On May 26–27, a virtual reality station would be set up at the JR Motorsports Fan Day in Mooresville, North Carolina. Mountain Dew will distribute the content through YouTube 360, Facebook 360, and Milk VR library, which is owned by Samsung.
The first VR experience by Mountain Dew was revealed in 2014. In that experience, viewers had the opportunity of skating with top skateboarders Sean Malto and Paul Rodriguez through a number of the most popular places in Las Vegas. In 2015, the new VR experience was set at the Utah backcountry where fans could ride up the mountain in a chopper with Olympic athletes Scotty Lago, Danny Davis, and Jack Mitrani and then barrel down backcountry.
Last year a 360-degree video was created to give users the chance of riding alongside Nascar driver Dale Earnhardt Jr. through Bristol, Tennessee, and experience the thrill of a 100 miles per hour ride around the racing track.
“Aside from sports, we will continue pushing boundaries in VR and expand to other verticals like gaming, film and music,” said Parks. “At our core, we are a digital instigator. 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.”
Mountain Dew is currently working on a partnership with Shazam on virtual reality as Shazam is trying to move to visual content. Shazam users can scan the label on a Baja Pitch or Pitch Black to view a 360-degree video from Mountain Dew. Also, on MountainDew.com, there will soon be a VR Hub,where visitors can view 360-degree videos of the four virtual reality contents Mountain Dew produced in partnership with FirstBorn.