From a branded content perspective, New Zealand definitely lags behind larger international markets. Sponsorship on TV properties has existed for many years, but truly unique content created for the benefit of media partnerships and brands is still in its infancy. The reason is that, while the cost of bought media is considerably cheaper due to economies of scale in New Zealand, the cost of developing that branded content remains similar. Most New Zealand clients, with limited budgets, would then revert to a more traditional split between media and production.Consequently, there are few rules or restrictions regarding branded content, with the only stipulation from media owners being that it should be clear to the audience when the content comes to them by a brand, and funded by an advertiser. Pretty simple really.What that means is media owners being very open to new ideas, to ensure they’re connecting brands with their audience in more engaging and relevant ways.

Inspired by the 3 new electric flavours and Mountain Dew’s affiliation with extreme sports, we decided to build a skatepark like no other: A 600m2 pinball machine you could ride.The machine featured a 13-metre high backboard, bumpers, flippers, tunnels and a plunger to launch you in. There were dedicated zones for each new flavour and throughout the park we wired in sensors, sounds and lights to score your run just like pinball. The result saw skaters become the ball in a real life pinball skatepark.A unique media partnership with youth TV channel FOUR, saw them air a 10 episode series and a separate 30 minute show that followed the campaign from design and build, to opening live to the public.Once live, a TVC directed consumers online where they could explore the machine, watch a live feed, view high scores and share their own 360 degree photos.

The results for Skate Pinball were phenomenal: - Mountain Dew saw 106% dollar growth (YOY), vs. an objective of 20% - Market share grew 123%, making the brand the fastest growing soft drink in New Zealand- Mountain Dew became the no.1 selling fruit soft drink in convenience channels during the campaign- Consumer behaviour changed: ‘Consideration’ up 77%, 'bought in last 2 weeks’ up 283% and 'brand I love' up 210% (Millward Brown)- The TVC received the highest talkability score ever recorded in New Zealand for our target (Millward Brown)- Over $500,000 earned media was generated in New Zealand alone. It was also picked up by more than 100 international news channels and connected with more than 1m Google searchesAnd finally, the park was such a success that the Auckland Council approached Mountain Dew to look at making it a semi-permanent fixture in the community.