Amplify Mountain Dew ICE launch in the 2018 MTV Movie & TV Awards through a multi-platform marketing campaign that achieves the following brand objectives:
- Drive product awareness & purchase consideration amongst A18-24, multi-cultural consumer segment
- Highlight clear& refreshingnature of Dew ICE
- Position Dew ICE as a catalyst to fueling spontaneous moments & clever humor
To authenticallyalign Dew ICE with the editorial of the show, we produced a comedic parody campaign, "Movie Dew-Overs" – celebrating classic tropes & surprising fans with unexpected endings. This creative approach was grounded in the following strategic levers, which led to the content feeling less like commercial/advertising content and more like a part of the show:
- Prominent partnership with hyper-relevant Talent featured in show via multiple award nominations
- Themed content storylines around popular movie & TV genres being honored in 2018
- Developed long-form (:60-:75s) cinematic-style branded content
- Strategic placement of marketing content adjacent to key moments in show
Implementation and Key Features
- Breakout actor/MATVA nominee, Winston Duke, acted as the personification of viewers' internal monologue, saving characters from their impending doom – providingcontextual relevance, comedic relief, + spontaneity that aligned with Dew ICE's core brand attributes
- Dew ICE served as punctuation point in scenes from Superhero& Medieval genres (akin to Black Panther + Game of Thrones) disrupting identifiable plot points with fun twists
- We harnessed MTV/Dew/Winston's scale for distribution of cinematically-produced content:
LEAD-UP
At height of industry/consumer buzz, MTV/Dew/Winston released :60 Medieval-themed content piece across TV & Social screens, teasing "Movie Dew-Overs" series
DAY-OF-SHOW
Winston was interviewed on red carpet, discussing Black Panther's success & teasing Dew ICE creative premiering that night.
"Medieval" (:60) & "Superhero" (:75) aired in "True A" positions following contextual moments in show. MTV/Dew/Winston posted spots across social.
POST-SHOW
After Black Panther won "Movie of the Year," Winston received significant press coverage & shared excitement for Dew ICE campaign across social.
- "SUPERHERO" drove highest viewershipof ALLcommercial spots in broadcast
- Program delivered 37 Million+ Social Impressions& 6 Million+ Views
- Fans shared content across social, earning844K estimated impressions
- Purchase intent nearly doubled(36% non-viewers vs. 69% multi-platform viewers)
- Ad awareness grew in double digits(33% non-viewers vs. 52% multi-platform viewers)
- 9 in 10of those familiar with Winston Duke reported a favorable opinion and agreed that he's a natural fit with Dew ICE
- Winston Duke delivered a 9.92% engagement rate
