Mountain Dew had already let people experience what it's like to be a pro skateboarder in virtual reality, and now it's bringing that same experience to snowboarding. This immersive 360-degree virtual reality experience, created by agency Firstborn and action sports production company Brain Farm, lets users join pro snowboarders Danny Davis, Scotty Lago and Jack Mitrani as they leap into the powder of Utah's backcountry slopes.
The effort launched yesterday at the Burton US Open of Snowboarding in Vail, Colorado, giving event attendees the opportunity to be among the first to try it. Customers with Samsung Gear VR headsets will also be able to experience the ride. It includes a new interactive feature called the "Time Warp" that lets users press a button to jump backward in the experience to see an action sequence all over again.