Cannes Lions

2017 Mountain Dew Green Label MCN

EPIC SIGNAL, New York / MOUNTAIN DEW / 2018

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Case Film

Overview

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Credits

Overview

Description

We created The Mountain Dew Green Label MCN -- the first-ever, creator-driven, branded YouTube Multi-Channel Network (MCN).

The Green Label MCN was comprised of an exclusive network of digital influencers who produced branded content for their audience and participated in brand activations exclusively on behalf of Mountain Dew.

Execution

The Green Label MCN was a huge success for Mountain Dew in 2017, resulting in 78 video activations around campaigns such as:

- Dewcision (fans voting on the next Dew flavor)

- Dew Tour (the brand’s action sports contest series)

- The Super Bowl (which featured creators in the TV spot itself)

- SXSW (at a streetball exhibition game)

Additionally, Mountain Dew benefited from Green Label MCN via:

- A new revenue stream for the brand via ad sales against influencer content

- Category exclusivity with creators

- Economies of scale on influencer content

Meanwhile, the participating influencers benefited due to:

- Long-term contracts which gave them stability and guaranteed revenue

- Production support and capabilities provided by the brand

- Digital rights management

Outcome

The Green Label MCN has paved the way for how brands should work with digital influencers and has created a sustainable advertising platform for Mountain Dew to engage millennials and generate revenue for years to come.

To date, the MCN has generated:

- 260 million+ views across all content

- 45 million+ views of Mountain Dew branded content

- 1 million+ social media engagements (likes, comments, and shares)

- 1 billion+ impressions

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EPIC SIGNAL , New york

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