Because DEW empowers its consumers to enhance the lifestyle that moves them, its relationship with the NBA focused on “the game beyond the game”—everything from style, to video games, to the music that drives hoops culture. Court Vision allowed the game beyond the game to come to life in an unprecedented way.

Tilt Brush by Google is a virtual reality (VR) app that allows users to paint in three-dimensional space. The application allows fans to go beyond normal creative boundaries and paint within a full 360-degree canvas using virtual reality. Tilt Brush represented the opportunity for convergence of first-to-market technology, art and basketball.

Court Vision: An Interactive Virtual Reality Art Experience was an interactive event that allowed fans to paint in three-dimensional space. During the event, professional artists live-painted on a centralized stage while their works were streamed to a Jumbotron. Attendees also got their chance to paint—and their works were streamed live to adjacent screens while friends watched. Each participant was e-mailed a photo of their artwork, along with a GIF of them painting, to share on social media.

Attendees at the event could explore a virtual gallery of previously curated Tilt Brush by Google artwork using interactive touch screens, rotating each piece a full 360-degrees.

In addition to the Tilt Brush experience, fans sampled Mountain Dew products while NBA-relevant DJs (including DJ Irie) spun live. NBA athletes made appearances throughout the weekend, stopping by to create their own artwork, engage with fans, and meet with press.

A consumer-facing version of Google’s Tilt Brush isn’t currently available to the public, but it is expected to be available for purchase later in 2016. To date, Mountain Dew’s Court Vision event was the biggest consumer-facing event that has been done with Tilt Brush technology. The biggest factor that led to this successful program was our collective team’s ability to take a new technology that is not yet consumer-facing and build a large-scale public event around it.

650+ event attendees

25+ athlete and influencer attendees

300+ Tilt Brush demos

146+ million earned media impressions

44+ million social media impressions