- Mountain Dew is claiming Mountain Time as its own with a multi-channel campaign that supports its “Do The Dew” tagline, based on a press release.
- From Aug. 27 through Dec. 31, consumers who’ve entered their email into a delegated microsite and cross into areas which follow Mountain Time, whatever the means, can obtain a free Mountain Dew once they revisit the microsite.
- Additionally, the PepsiCo brand will reimburse five consumers’ moving fees to relocate to the Mountain time zone and supply free Mountain Dew for a yr via a TikTok sweepstakes. The campaign also kicked off with paid social and out-of-home ads.
Mountain Dew is deepening its deal with having fun with time spend outdoors with its latest campaign, which sees the PepsiCo marketer trying to make the Mountain time zone its own. The effort also brings additional awareness to the brand’s decades-old “Do The Dew” tagline, which was recently reinvigorated with a brand new brand character, the Mountain Dude, a ‘70s-inspired figure with long hair, a flowing beard and a lime-green fur coat.
The brand’s latest campaign is inspired by StatSocial research indicating that folks who live within the Mountain time zone are 6% more cheerful than the everyday American. Accordingly, the marketer has geofenced all the time zone and is offering those that cross into it a free Mountain Dew. From Aug. 27 through the top of the yr, anyone who crosses into Mountain Time can rating a free beverage as long as they previously registered via a microsite by entering their email. Once in Mountain Time, consumers can revisit the microsite to redeem the offer.
The effort, which also represents a significant opportunity for the brand to collect first-party data, can also be being supported by a TikTok sweepstakes coined “Mountain Dew Hauls” that can reimburse five winners’ moving fees to relocate to the Mountain time zone. To enter, consumers must create a TikTok video explaining why they need to move and the way they plan to benefit from the outdoors. Entries must include the hashtags #MountainDewHauls and #contest. Those who win may have costs as much as $10,000 covered by the brand along with receiving free Mountain Dew for a yr and a Mountain Dew Outdoor Gear welcome package.
“With the nice outdoors on the core of every little thing we do, we wish to encourage everyone to embrace the Mountain Time mindset by gifting away free Mountain Dew to anyone who crosses into the Mountain Time Zone,” said JP Bittencourt, vp of selling at Mountain Dew, in an announcement.
The brand may also promote the campaign via paid social and OOH ads, the latter which is able to welcome consumers into the Mountain time zone with billboards on the border of Mountain Time and in outstanding airports in such areas.
Additional marketing from Mountain Dew this yr has included the brand’s first Super Bowl ad in support of Baja Blast to have fun the tropical-themed flavor’s twentieth anniversary. Additionally, the brand in March launched two yearlong rewards programs that focus on consumers occupied with the outside or gaming.
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