MTN DEW is a brand of many flavors. But faced with an overwhelming number of options, consumers started tuning out. So we made a completely insane interactive VR racing video game. Which was the logical next step. Obviously.

Idea

We pit Baja Blast and Pitch Black against each other in a summer-long, VR-powered NASCAR race to see which flavor would return to store shelves — and which would be banished to the vault forever.

Results

— Experience toured NASCAR tracks nationally
— Viewers logged over 5.8m votes
— 1.5m videos views
— 49M earned impressions

Recognition

Fast Company
AdAge
Campaign Live
Digiday
USA Today

A PORTAL BETWEEN WORLDS

By putting fans behind the wheel of NASCAR, we let players choose their own adventure and unlock DEW-themed racing worlds.

Casting a vote

Whichever flavor they chose registered as a DEWcision vote, giving VR a purpose beyond pure entertainment.

CRAFTING the experience

Motion capture sessions with racing greats Dale Earnhardt, Jr., Kasey Kahne, and Joey Logano let us re-create their appearance and mannerisms, down to the last detail.