Beyond its beverage status, Mountain Dew is all about connecting fans with the things they are passionate about. For Dew VR, there was no creative brief to address or a big brand challenge to solve—we just sought out to conquer still-emerging virtual reality technology and use it to offer Dew fans exclusive access to the ultimate experiences, places, and people.

With no production roadmap, we underwent extensive R&D to create the most immersive live action VR experiences possible. In less than six months, VR Skate and VR Snow debuted—action-packed adventures in Las Vegas and the Utah backcountry alongside the most famous action sports professionals in the world. Thousands of fans have experienced Dew VR and anyone, anywhere can download Skate & Snow via Samsung Milk VR.

Through a combination of future-forward VR technology and live action film techniques, Mountain Dew is bringing fans closer to things that they love.

Live action VR was uncharted territory, so we 3D-printed camera rigs and optimized software for the most realistic experience possible.

In VR Skate, we followed legendary skateboarders as they hit the most restricted skate spots in Las Vegas. Racing on the highway alongside the iconic Welcome sign or cruising down Fremont Street at 4am, fans are immersed in the 3D sights and sounds of Sin City.

Next, we trekked into the Utah backcountry to find the world’s best powder for VR Snow. The experience features an open-door helicopter ride up a mountain, followed by adrenaline-fueled runs alongside Olympic snowboarders.

Thousands of fans across the nation have experienced Dew VR at some of the largest action sports competitions in the world. We wanted to extend access, so we partnered with Samsung to bring Dew VR to anyone, anywhere via the Samsung Milk VR marketplace. We also continue to push the boundaries within VR interactivity—for Snow, we create a custom feature, “Time Warp,” that allows fans to rewind the action in real-time and relive it all over again.

This is only the beginning for Dew VR. As VR pioneers, we will continue to raise the bar for virtual reality experiences.