Amplify Mountain Dew’s 2019 marketing strategy through an impactful multi-platform campaign that achieves the following brand objectives: • Establish consistent communications & messaging throughout Viacom’s marketing initiatives to support Dew’s goal of uniting the portfolio as one master brand • Inspire Dew’s A18-34 consumer segment to pursue their passions, positioning Dew as a catalyst to people feeling empowered to chase passions • Utilize Dew’s incumbencies across MTV & Comedy Central to drive relevancy & engagement
Strategy was grounded in the following levers: • Form partnerships with talent from MTV & Comedy Central’s most beloved franchises & events, spotlighting both males and females • Share storylines that inspire DEW NATION to do whatever thrills them, weaving in master brand messaging • Integrate Mountain Dew in a non-obtrusive, organic way that drives the story forward • An innovate content distribution strategy was pertinent to success to engage fans across MTV, Comedy Central, and Talent’s platforms • Prove effectiveness through validated research Viacom’s solution was a custom digital series, called Do Your Other Thing that exposed talents’ harbored passions. In each episode, talent dove into their interest with a field-professional who empowered them to learn & grow. Dew was seamlessly integrated through product integrations, brand thematic cues & consumption moments. Through a multi-platform distribution strategy, Viacom harnessed MTV, Comedy Central, Wild ‘N Out & Talents’ scale to bring these cinematically-produced stories to life. Episode 1 Wild ‘N Out superstar, Justina Valentine, exposed her interest for rock climbing alongside American Ninja Warrior, Meagan Martin, tying to Dew’s music & sports pillars. Tapping into MTV’s viral digital franchise, we launched the series via Wild ‘N Out’s YouTube (top 30 global channel). Linear drivers surrounded Wild ‘N Out programming while MTV, Wild ‘N Out & Justina’s platforms generated awareness amongst core consumers. Episode 2 We tapped into Dew’s Movie & TV Awards incumbency, partnering with Game of Thrones actor Jacob Anderson (Gray Worm). Jacob leads us through his evolution from actor to singer as he dives into his musical process with Rosie Danvers, well-known orchestra conductor & arranger. On show day, Jacob teased the episode launch during a red carpet interview, &during the broadcast, a complementary spot aired driving viewership to the digital episode. Episode 3 We’re introduced to Chris Distefano, a comedian who reveals his passion of boxing alongside professional boxer, Alicia Napoleon. Through a mix of punches & punchlines, we weave the sports & comedy pillars. We used Comedy Central’s Clusterfest as a backdrop to launch the episode with robust linear & social support spanning Comedy Central & talents’ platforms.
• Program delivered 53MM+ Social Impressions & 4MM+ Video Views (Source: Viacom O&O Performance) • Program earned a 22% video view rate, 55% above the Viacom benchmark (Source: Viacom O&O Performance) • Lifts in ad awareness (+53%), brand opinion (+44%) & purchase consideration (+67%) (Source: Latitude) • Viewers were 45% more interested in trying other Dew flavors (Source: Latitude) • 78% of Twitter emotionality was driven by Joy (Source: Crimson Hexagon)
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