Mountain Dew is an iconic brand for the young, brash alpha male (aged 12-24). The strategy was to create a site that would embody the target's full-throttle approach to life.

The homepage has a built-in game in which users can navigate a skateboarder through an incredibly detailed, pixelated city. The skateboarder can do tricks and unlock bonus downloads (hit zzx fast when he goes off the ramp, and he'll push a button on a building-sized vending machine, which will shoot a can of Dew out over the city and into the ocean). On the surface, the site is about action sports, racing and music, but it's really the perfect embodiment of the "life at 100 mph" Dew attitude.