Home Music Industry News The Mountain Dew All-Star Weekend Takeover with DJs, Celebrities, and Interactive Experiences

The Mountain Dew All-Star Weekend Takeover with DJs, Celebrities, and Interactive Experiences

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NBA star Jimmy Butler enjoys a Mountain Dew during the filming of "Make An Introduction", a television spot airing in the U.S. and Canada during NBA All-Star 2016 featuring DEW(R)athletes and 2016 NBA All-Stars Russell Westbrook and Jimmy Butler, and rising star Julius Randle. The shoot was held in Los Angeles on Jan. 27, 2016. (Casey Rodgers/AP Images for Mountain Dew) (PRNewsFoto/Mountain Dew)

Mountain Dew® announced its plans as an official NBA partner to deliver a damn good time throughout NBA All-Star 2016, including “Court Vision: An Interactive Virtual Reality Art Experience” and “Make An Introduction,” a television spot airing in the U.S. and Canada featuring DEW® athletes and 2016 NBA All-Stars Russell Westbrook and Jimmy Butler, and rising star Julius Randle.

In 2015, PepsiCo and the NBA announced a multi-year marketing partnership to unite the passionate fans of the NBA with the power of PepsiCo’s food and beverage brands, including Mountain Dew, Aquafina, Brisk and Ruffles. Mountain Dew serves as the lead brand in North America for the partnership, joining longtime PepsiCo brand Gatorade, which has been an NBA partner since 1984.

“The Mountain Dew brand is all about finding and delivering awesome, one-of-a-kind experiences to DEW Nation,” said Greg Lyons, senior vice president of marketing, Mountain Dew. “The NBA partnership has been a natural fit for us, and we’re pumped to help deliver an immersive All-Star experience to hoops fans – one that symbolizes how the game starts on the court, but lives everywhere.”

Mountain Dew plans to unleash a number of interactive and energizing events in and outside of Toronto during NBA All-Star 2016, including:

Court Vision: An Interactive Virtual Reality Art Experience
Hosted by Mountain Dew at Artscape Sandbox in downtown Toronto, convenient to both the Air Canada Centre and Ricoh Coliseum, this highly interactive fan event will feature Tilt Brush, Google’s virtual reality application which lets you paint in three-dimensional space with endless possibilities. In collaboration with PepsiCo Creator, the company’s marketing innovation team that co-creates never-before-seen, culturally-relevant programs for consumers, the event will showcase emerging artists from Toronto and the U.S. who will create basketball-inspired 3D artwork with Tilt Brush.

Fans on-site will also be able to demo Tilt Brush and create artwork while sampling DEW products and enjoying the sounds of live DJs, as well as experience live appearances from Mountain Dew athletes and NBA All-Stars throughout the weekend. Visit www.mountaindew.com/nba for event details. Fans beyond Toronto can follow the excitement via the Mountain Dew social channels to get all-access coverage throughout the weekend using #DEWxNBA.

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