Mountain Dew Ventures Into the Metaverse With Virtual Esports Watch Party

The PepsiCo-owned soda is the latest brand to partner with Decentraland

Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.

Mountain Dew is the latest brand to venture into the metaverse with a watch party it’s hosting for a major esports tournament this weekend.

The PepsiCo-owned soda has created an experience on the metaverse platform Decentraland where users can congregate to view a simulcast of esports team the New York Subliners play in the Call of Duty League Major IV tournament on a screen within the virtual world. The activation will also feature Mountain Dew-themed wearables for avatars within the platform, mini-games and other forms of virtual engagement.

Mountain

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in