PepsiCo’s Mountain Dew brand, together with design and technology company Firstborn, enchants us with a multi-sensorial experience that is specially created to delight the viewer’s senses. It places visual and audio feelings at the forefront of the marketing campaign ‘Boldly Refined’, which promotes the new soft drinks premium line.
Following Mtn Dew Black Label‘s last year success, the brand decided to bring the new DEW products to the consumer’s attention — the intensely flavored Mtn Dew White Label and Green Label. To celebrate their launch, the producers suggested throwing a memorable party.
The launch event will be held in Palm Springs, California on April 15th and 16th, during Coachella, one of the coolest music festivals of the year. Besides all of the surprises that await to be discovered by the party goers, the soft drink company will prepare one of Label Motel’s rooms to feature a multimedia VR experience called DEW VR Beat Drop.
The stunning sensory tour is delivered by the New York-based agency as a 360-degree video through which Firstborn succeeded to demonstrate that the Mtn Dew Label Series beverages are the keys needed by drinkers to transcend from a normal world into fearless and adventurous explorers.
The 2-minute-long film satisfies strong senses and shows the perfect switch from a partying state of mind to an ecstatic one. The well-imagined transformation occurs during an elegant and stylish party thrown on a military plane, at an elevated location 12,000 feet above a desert landscape. As the beat in the music drops, the plane’s door opens and the party continues mid-air after some of the guests take a dive. 
Previously, Sports Illustrated demonstrated to us that the impossible can be possible. As climbing Mt. Everest was just a dream for some before, thanks to the “Capturing Everest” campaign, anybody can now reach the top of the world and explore its surroundings.
If adrenaline flows through your veins, but you didn’t have the opportunity to do that yet, let yourself get carried away by this quality experience and see what a skydiving jump may feel like.
The video for the current campaign was shot with the help of 10 paratroopers and a brave team of coordinators and cameramen. Moreover, for the short film to reach this stunning result, the creators needed a GoPro Omni camera, two different locations, one C-130 plane, and 18 hours of filming.
The virtual tour will be available on selected campuses and hosted on Mountain Dew’s dedicated VR hub, in the Samsung VR store, Facebook 360, and YouTube‘s platform, where fans can go through the whole virtual reality content.
The DEW VR Beat Drop is the latest VR experience of DEW’s VR tours, which were as interesting as the current one. The previous 360-degree circuits included a realistic snowboarding experience, an epic ride through Bristol, Tennessee, and a speed car racing. Immerse yourself in these hallucinatory-virtual world experiences and enjoy the simulated 3D environment moments like you were there yourselves.
Credits:
Client: Mountain Dew
Agency: Firstborn