Dive Brief: 

• Mountain Dew is taking its content creation to a new place: Virtual reality. 
• During Dew Tour Brooklyn, its skateboarding and BMX live event, the soft drink brand introduced an Oculus Rift VR video.
• The VR video is part of Mountain Dew's larger plan to align itself with action-sports scene that includes the Dew Tour, a branded lifestyle website Green Label, and sponsorship of Call of Duty and Halo video games. 

Dive Insight: 

The virtual reality tools like Oculus Rift are new to the technology scene, and even fresher to brands. Mountain Dew is one of the first brands to utilize the technology in its marketing. It is a bit of a rat race in the industy to be first to the freshest technology, but Mountain Dew may have positioned itself as a leader in the medium of virtual reality.