In December 2025, Mountain Dew tasked Big Happy with launching a high-impact omnichannel campaign for their Mountain Dew brand. With less than two weeks to plan, build, and deliver the campaign before the end of the year, this opportunity quickly became a testament to Big Happy’s innovative creative technology. Mountain Dew sought to break through the highly-saturated CPG landscape to elevate their brand voice by targeting priority retailers. Rather than targeting a specific demographic or audience group, the Mountain Dew team wanted to raise brand visibility and drive real-world impact. Big Happy was confident in their ability to deliver these results, as their platform enables dynamic 3D creative to be delivered at scale across DOOH and mobile, reaching consumers seamlessly across physical and digital environments.
With innovative creative and a strategic omnichannel approach as the campaign’s foundation, the media strategy was built to drive real-world action at points of purchase. Precise targeting came into play with a curated set of retailers, creating location-based entry points for Mountain Dew to catch consumers’ attention. The campaign proved to be a showcase of omnichannel innovation at scale, designed for the in-store discovery of the client’s highlighted Mountain Dew products.
Big Happy built a unified creative and media strategy across two products Mountain Dew was spotlighting: Mountain Dew Green (Original, Zero, and Diet) and Mountain Dew Baja Blast. Launched on December 23, the campaign reached full market scale just eight days later on December 31st. The ambitious Q4 effort called for multiple channels, creative formats, and targeting methodologies, all of which made Big Happy’s innovative creative technology essential.
To push beyond conventional ad standards, Big Happy’s team of developers built six custom creatives that leveraged the strengths of DOOH and mobile channels. For mobile, Big Happy’s technical capabilities enabled rapid, high-end production and activation of custom 3D creatives within just a few days. Using CGI technology, the bottles came to life with glistening condensation, fluid motion, and vibrant energy. Set against bold, postcard-style mountains and beaches, the visuals pulled viewers into each product’s world. Big Happy’s mobile banner technology elevated brand presence by breaking beyond standard 320x50 sizes, resulting in a smoother, larger, and more engaging placement that highlighted the brand’s iconic, thirst-quenching flavors. Strategically, the mobile channel implemented geofences and keyword targeting to ensure contextual and geographical relevance. Keywords like “dew” and “soda” allowed for purposeful targeting on consumer's mobile devices. Big Happy’s proprietary creative technology also powered “Tap to Map” ads that expanded from banners into full-screen experiences, integrating with native map functionality to enable real-time store discovery with a single tap, turning intent into action.
By connecting mobile discovery directly to in-store retailers, Big Happy ensured that the client’s brand presence didn’t end on the mobile device, but continued in-aisle through DOOH. Built to extend the mobile experience, the DOOH creative leveraged large screens and Big Happy’s creative tech to pull shoppers directly into the Mountain Dew brand. While DOOH rarely features this level of high-end 3D and CGI, Big Happy helped redefine what was possible to position Mountain Dew as an industry-leading brand. Mirroring the mobile experience, these creatives moved beyond static product displays to fully immerse audiences in the Mountain Dew drinking experience. Using CGI and true 3D builds within Big Happy’s platform, viewers could feel the condensation on the electric green bottle as it twirled across the screen. Big Happy further amplified impact by leveraging location and context to deliver the ads at the right moments, in the right places, with maximum visual impact.
To make sure impact was achieved around the client’s key retailers, geofencing was set up around dozens of their priority retail partners across the country. By aligning the screens’ physical locations with real-time audience signals, passive placements were transformed into meaningful brand touchpoints.
Big Happy’s creative execution and strategy elevated every impression, transforming the ad experience beyond simple brand awareness to in-moment navigation to retailers. With the campaign acting as a full-funnel engine to results, DOOH and mobile bridged the gap between digital and physical exposures and actionable next steps. Ultimately, the immersive, splashy ads spoke for themselves, cutting through the noise with bold, dynamic impact.
This campaign demonstrated a truly integrated omnichannel strategy, where physical and digital media operated as a single, cohesive experience. By combining geofencing, dynamic mobile formats, real-time location mapping, keyword targeting, and high-impact creative across platforms, Big Happy transformed an accelerated media buy into a tech-powered activation that resonated with consumers. Overall, the campaign significantly outperformed benchmarks on all core KPIs:
Mobile performance achieved a standout 1.42% CTR, surpassing Big Happy benchmarks by an impressive 103%. DOOH performance achieved 100% delivery on planned impressions while meeting foot traffic goals in full across priority retail locations.
Across channels, the omnichannel campaign drove significant lift, with Big Happy media exposure leading to 16% growth in the Key Purchase Intent metric as measured by partner DISQO, which included Food & Beverage benchmarks in its reporting. Notably, the campaign’s Purchase Intent lift was 172% higher than DISQO’s benchmark. Additionally, multi-channel exposure outpaced single-channel exposure throughout the funnel - most notably in intent to purchase Mountain Dew - demonstrating the synergistic, incremental impact DOOH and mobile have when used in conjunction. In fact, mobile and DOOH exposure drove 46% higher intent lift than those exposed through mobile only and 5% higher intent lift than those exposed through DOOH only. This highlights the importance of Big Happy’s omnichannel media strategy, as well as the power of reinforced creative exposure.
By fusing dynamic mobile formats, real-time mapping, and high-impact DOOH, Big Happy delivered a seamless omnichannel experience that transformed creative technology into measurable performance, driving incremental lift and outperforming benchmarks across the funnel.
