In a stunt from a caffeinated drink that feels somewhat familiar, Mountain Dew tapped digital agency Firstborn to create a 360-degree video to welcome a new line of premium beverages.
The experience, the Dew VR Beat Drop, features a party on a decommissioned military plane from which guests leap into the sky.
“When the music beat drops, so does the party – literally,” a rep said. “The experience transforms into a high-flying free fall skydiving experience. The free fall is meant as a continuation of Dew’s party in the sky, with the same characters from inside the club…soaring in the air above a desert.”
The 360-video will be hosted on Mountain Dew’s VR hub, as well as on YouTube and Facebook 360 and in the Samsung VR store. It will also make an appearance at Mountain Dew’s Coachella activation and on select university campuses.
The video marks the launch of the Mountain Dew Label Series, a premium product line that includes Black Label, which has “bold-crafted berry flavor with elegant herbal bitters…to fuel your dark side”, Green Label, which has a “uniquely intense combination of crafted kiwi and apple flavors”, and White Label, which “combines a familiar Dew punch with tantalizing and unexpected crafted tropical flavors”.
Per the rep, this marks the brand’s fifth extreme VR experience to date for its so-called Dew Nation of rabid fans. Additional VR experiences from Mountain Dew include snowboarding, skateboarding and racecar driving.
According to the rep, the video was filmed in one 18-hour day and included two shooting locations, one C-130 plane and ten skydivers, which included stunt coordinators and cameramen.
Firstborn filmed four jumps from 12,000 feet using a GoPro Omni camera and “very little room for error as even a shift in the wind would affect the production process,” the rep noted.
The shoot also included VR camera ZCam on a remote-controlled robotic rover developed specifically for VR, she said.
The experience was also created in partnership with production company Digital Domain.