Mountain Dew’s latest VR stunt features Dale Earnhardt Jr.

Mountain Dew has created a virtual reality experience for Nascar fans featuring professional racecar driver Dale Earnhardt Jr. that gives viewers the chance to see what it’s like to be in the driver’s seat at Bristol Motor Speedway in Tennessee.

This is the soda brand’s third time leveraging virtual reality technology to try and appeal to consumers as it attempts to position itself as a ‘digital instigator.’

Earlier this year, its Oculus Rift snowboarding experience featuring Olympic snowboarder Danny Davis debuted at the Burton US Open of Snowboarding in Vail, Colorado and at South by Southwest in Austin, Texas.

Last year, the brand rolled out its first experiment with virtual reality called the ‘Dew VR Skate Experience’ that featured pro skateboarder Paul Rodriguez.

The Nascar experience will first debut on Saturday 22 August in Bristol for fans to try out.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.