OutDew Your Fears Playground
At Bucharest Gaming Week, Mountain Dew turned fear into fuel. The brand invited gamers to push limits, test courage, and discover how far they could go when they played without hesitation.
Context
Bucharest Gaming Week is Romania’s biggest annual celebration of gaming culture: a mix of esports tournaments, indie showcases, and immersive experiences that bring together fans, developers, and pros.
Mountain Dew wanted a stronger presence and a deeper connection with the gaming community. Under the “Outdew Your Fears” platform, the mission was clear: boost foot traffic, amplify engagement, and cement the brand as a symbol of courage and adrenaline for players everywhere.
Connection Point
Gamers are driven by strong emotions: the rush of competition, the anxiety before a match, the relief after a hard win. Those emotional highs and lows create a bond that goes beyond the screen.
We tapped into this truth: facing challenges together builds connection. And when courage meets community, that’s when the real game begins.
Solution
We designed the Mountain Dew Fear Zone, an experience that turned fear into a playground. Participants were challenged to step into one of three VR adventures, tackling the most common fobias:
– Rush (confronting the fear of flying)
– Richie’s Plank (testing the fear of heights)
– TheBlu (exploring the fear of deep water)
For those who preferred to watch, a lounge area with a large viewing screen let spectators share every reaction, gasps, laughter, and cheers, as others faced their virtual fears. Thousands of participants engaged with the Fear Zone, supporting a significant uplift in brand visibility and social buzz and helping Mountain Dew to strengthen its position as the energy behind fearless play.
Work
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