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Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

Mountain Dew Overs

Entered in Branded Series

About this entry

Amplify Mountain Dew ICE launch in the 2018 MTV Movie & TV Awards through a multi-platform marketing campaign that achieves the following brand objectives:

Why does this entry deserve to win?

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:

Implementation and Key Features

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.

Results

Media

Entrant Company / Organization Name

Viacom Velocity, Mountain Dew

Links

Entry Credits