The Mountain Dew brand, owned by PepsiCo, has been quick out of the blocks to be one of the first brands to experiment with Periscope, Twitter's new live-video app. Mountain Dew put together a three-minute video asking fans to stop by and say "What's up?" and to interact with the brand by sending hearts, comments or questions. In turn, brand swag was shared with the most active viewers.
This sort of marketing venture helps create brand content that isn't limited to TV and video, but occupies the realm of virtual reality. Rather than merely offer prepackaged, linear advertising, the Mountain Dew brand is welcoming dynamic engagement from consumers.
Given that the Mountain Dew brand has previously used Snapchat and the Oculus Rift as promotional vehicles, it's unsurprising that they should take the lead in the new and exciting Periscope medium.