Brand Experience and Activation > Product/Service
OMD MIDDLE EAST , Dubai / PEPSICO / 2008
Overview
Credits
ClientBriefOrObjective
Mountain Dew’s objective was to strengthen its association with Xtreme sports and its ownership of the ESPN XGames in Dubai.Adrenaline junkies in the Arabian Gulf, our super connectors to the teens, love to show off their skills to the world & are digitally savvy.Our strategy was to give those adrenaline junkies the chance to actively compete and fully live the spirit of extreme sports.
Effectiveness
74% increase in Awareness vs. last year.6,000 daily visits on www.mydewaction.com53,032 video views in 3 weeks.150,690 clicks generatedUnique Clicks: 82%
Implementation
We gave people in the Arabian Gulf the opportunity to experience freefalling from 10,000 ft at 240 km/hr during the ESPN XGames in Dubai – while holding a Mountain Dew can!People qualified to win by sharing footage of themselves performing extreme sports stunts and uploading their videos on www.mydewaction.com Viewers voted for the top 4 entries.
Winners were flown to Dubai and skydived during the XGames.Their moment of fame was enhanced by allowing them to train with professionals & then perform live in front of the XGames spectators.
Relevancy
The initiative was driven by adrenaline junkies who were our supper connectors to the teens.We had a massive pull effect on teens logging on to watch and vote for the videos uploaded by the connectors.
The whole initiative was supported via 3D media mix with TV, online, outdoor, print & PR.
The experience was brought together in a 30 minute “docu-reality” program that will be aired on a leading Pan Arab Satellite TV station.
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