PURCHASE, N.Y., May 10, 2016 /CNW/ -- With the drone industry charged, Mountain Dew® and DR1 Racing, announced a global partnership full of industry firsts. Featuring the top drone racing pilots in the world, this newly formed drone racing series marks the first branded partnership and national broadcast for this burgeoning sport. Headlining the series, the DR1 Invitational presented by Mountain Dew will air this August in a one-hour broadcast special. DR1 will also be the first truly live drone series to stream globally on Twitch, the world's leading social video platform and community for gamers.
In addition to the partnership with DR1, DEW unveiled its new, high-octane TV and digital spot "Drone Hunting" to anchor year two of the brand's global "Do The DEW" marketing campaign, taking inspiration from the brand belief, "it doesn't exist until you do it."
"For more than 20 years, 'Do The DEW' has been much more than a slogan for DEW Nation," said Greg Lyons, senior vice president, marketing, Mountain Dew. "It's about taking inspiration from the world and people around you and creating an exhilarating damn good time. With drone racing just now beginning to bubble up as a sport, and our partnership with DR1 Racing, we saw our 'Drone Hunting' TV creative as an example of how technology impacts culture, giving way to new ideas."
DR1 Invitational Presented by Mountain Dew
The DR1 Invitational presented by Mountain Dew will showcase 12 of the top drone racing pilots in the world as they compete for the title at the iconic Sepulveda Dam in Los Angeles this summer. Pilots, who control drones from the top of the dam, will face down a gauntlet of environmental and man-made obstacles as they fly their drones at speeds of more than 80 MPH while spectators watch on from above. Over the course of two days, the race will be broken up into heats, qualifiers and finals.
Additional PepsiCo brands supporting the DR1 Invitational presented by Mountain Dew include Amp Energy® and Doritos®.
"We have seen the popularity of drone racing grow exponentially this past year, and we are excited to bring our own style and format to the sport," said Brad Foxhoven, founder of DR1 Racing and producer of the DR1 Invitational presented by Mountain Dew. "Part of our excitement centers around the 'firsts' that we are bringing to the sport, including a TV broadcast partner, worldwide live streaming through Twitch and the support of several global brands."
More information on the Invitational and DR1 can be found at DR1Racing.tv.
Introducing Mountain Dew Drone Pilot
In addition to DR1, Mountain Dew is the first brand to sign and sponsor a drone racing pilot: DR1 drone racing pilot Tommy "Ummagawd" Tibajia from Huntington Beach, California. Tibajia, largely considered to be one of the biggest names in drone racing, has racked up an impressive amount of achievements in the past year, including 1st place in the Drone Nationals in 2015 and 1st place in IDRA California Cup 2015, among others.
"From the first time I put on the goggles, I thought this is exactly what a super hero probably feels like, and I continue to race for the rush," said Tibajia. "I'm thrilled to be representing such an iconic brand as the first DEW drone racing pilot, and to be racing on their behalf at the inaugural DR1 Invitational."
DR1 on Twitch
DR1 also launched a channel on the streaming platform Twitch at Twitch.tv/DR1Racing. The DR1 channel will live stream the races globally, giving fans a first-person view from the drones traveling at high speeds through a myriad of obstacles. The DR1 Twitch channel is also currently live streaming two nights per week with a variety of content supporting DR1 and the drone-racing lifestyle and culture.
"Drone racing is super fun to watch and it's growing like crazy," said Jimmy Whisenhunt, partnerships manager, media organizations, Twitch. "Because DR1 will be the first truly live drone racing event broadcast on Twitch, it taps into the DNA of our platform and should be quite the viewing experience."
"Do The DEW" Takes on Drone Hunting in New Global Campaign
Combining motocross, hunting and drone racing, Mountain Dew creates an exhilarating never-before-seen sport – "Drone Hunting" – that now exists within a new global TV and digital commercial. The action-charged spot introduces the world to a sport that can only be the product of the limitless possibilities of DEW Nation's imagination. Watch "Drone Hunting" here.
This year's "Do The DEW" creative is running in multiple countries across four continents, and debuts today digitally and in June on broadcast in the U.S., headlining a year-long brand campaign that will reach DEW Nation by way of TV, digital, social media, radio, print and out-of-home channels.
Directed by Rupert Wyatt and filmed in the forests of Casablanca, Chile, "Drone Hunting" is a mind-bending reverie, created for the members of DEW Nation who continuously seek opportunities and excitement where others don't.
DR1 is a world-class drone racing series that combines the best pilots, drones, and locations into one high-octane sports league. Based in Los Angeles, California, DR1 is a global series with the inaugural event, DR1 Invitational presented by Mountain Dew premiering in July on the Discovery Channel. More information can be found at DR1-Racing.com and Twitch.tv/DR1Racing.
About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out MountainDew.com, Facebook or follow Mountain Dew on Twitter.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.
Kristen Mueller, PepsiCo
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