Dive Temporary:
- Mountain Dew is claiming Mountain Time as its personal with a multi-channel marketing campaign that helps its “Do The Dew” tagline, in keeping with a press launch.
- From Aug. 27 by way of Dec. 31, customers who’ve entered their electronic mail into a chosen microsite and cross into areas which comply with Mountain Time, whatever the means, can get hold of a free Mountain Dew once they revisit the microsite.
- Moreover, the PepsiCo model will reimburse 5 customers’ shifting charges to relocate to the Mountain time zone and supply free Mountain Dew for a yr by way of a TikTok sweepstakes. The marketing campaign additionally kicked off with paid social and out-of-home advertisements.
Dive Perception:
Mountain Dew is deepening its concentrate on having fun with time spend outside with its newest marketing campaign, which sees the PepsiCo marketer trying to make the Mountain time zone its personal. The hassle additionally brings extra consciousness to the model’s decades-old “Do The Dew” tagline, which was just lately reinvigorated with a brand new model character, the Mountain Dude, a ‘70s-inspired determine with lengthy hair, a flowing beard and a lime-green fur coat.
The model’s newest marketing campaign is impressed by StatSocial analysis indicating that individuals who reside within the Mountain time zone are 6% extra cheerful than the standard American. Accordingly, the marketer has geofenced the whole time zone and is providing those that cross into it a free Mountain Dew. From Aug. 27 by way of the top of the yr, anybody who crosses into Mountain Time can rating a free beverage as long as they beforehand registered by way of a microsite by getting into their electronic mail. As soon as in Mountain Time, customers can revisit the microsite to redeem the supply.
The hassle, which additionally represents a serious alternative for the model to collect first-party information, can be being supported by a TikTok sweepstakes coined “Mountain Dew Hauls” that can reimburse 5 winners’ shifting charges to relocate to the Mountain time zone. To enter, customers should create a TikTok video explaining why they need to transfer and the way they plan to benefit from the outside. Entries should embrace the hashtags #MountainDewHauls and #contest. Those that win can have prices as much as $10,000 coated by the model along with receiving free Mountain Dew for a yr and a Mountain Dew Out of doors Gear welcome bundle.
“With the nice outside on the core of all the things we do, we need to encourage everybody to embrace the Mountain Time mindset by freely giving free Mountain Dew to anybody who crosses into the Mountain Time Zone,” mentioned JP Bittencourt, vice chairman of selling at Mountain Dew, in a press release.
The model will even promote the marketing campaign by way of paid social and OOH advertisements, the latter which is able to welcome customers into the Mountain time zone with billboards on the border of Mountain Time and in outstanding airports in such areas.
Further advertising and marketing from Mountain Dew this yr has included the model’s first Tremendous Bowl advert in assist of Baja Blast to have fun the tropical-themed taste’s twentieth anniversary. Moreover, the model in March launched two yearlong rewards packages that concentrate on customers within the outside or gaming.
