Mountain Dew unveils live-action snowboarding Oculus Rift experience starring Olympic snowboarder Danny Davis

Pepsi’s Mountain Dew is unveiling the “Dew VR Snow Experience,” a live-action snowboarding virtual reality experience that takes fans on a 360 degree adventure through the Utah backcountry.

The on-site experience will debut at the Burton US Open of Snowboarding in Vail, Colorado and South by Southwest in Austin, Texas.

The virtual adventure stars Olympic snowboarders Danny Davis, Scotty Lago, and pro snowboarder Jack Mitrani.

With a “first-of-its kind” interactive feature called “Time Warp,” users can press a button during the experience to jump backwards and see an action sequence all over again.

Christine Ngo, digital brand manager of Mountain Dew, told The Drum: “We really love our fans so we’re always trying to find more ways to bring them closer to experiences that they love,” adding that Mountain Dew fans tend to love skateboarding, snowboarding, and action sports in general.

“As a brand, we see ourselves as digital instigators,” she said.

The experience was created with the help of digital agency Firstborn. Head of production at Firstborn Will Russell said the agency partnered with entertainment and production company Brain Farm to make the actual product.

“We brought our virtual reality expertise to the table, and we created something really, really cool,” he told The Drum.

For those who cannot try out the Oculus Rift on-site, the Dew VR Snow content will also be available on the Samsung Milk VR Marketplace, where consumers can view the content wearing a Samsung Gear VR headset.

Last year, the brand released a VR skateboarding experience at the Dew Tour in Brooklyn.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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