case sties of eceence contact info matt...
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55 www.eventmarketer.com JUNE/JULY 2015 EVENT MARKETER
SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE2015
CONTACT INFO
In late 2014, Mountain Dew tapped Motive to develop an integrated launch campaign for its newest line extension. Now, DEW is no stranger to releasing unique flavors in creative ways—
but this particular new product is a whole lot different from the rest of the family. Inspired by the backwoods roots of the brand, it’s a smooth clear DEW with an old-school citrus kick…and it’s called Mtn Dew DEWshine. Clearly, the task of launching this new DEW would require a fresh approach.
Hoping to capture the essence of DEW’s mountain heritage, we set out to create a dynamic experiential program anchored by a 12-week grassroots tour of iconic places along “the DEWshine Highway,” tracing its way up the American South’s historic Dixie Highway and beyond. Three completely custom “Rat Rod” sampling vehicles—a 1946 Chevy truck, a 1938 Chevy coupe and a companion 1938 BMW replica motorcycle—are leading the tour through the American southeast and beyond (from the Carolinas, to Georgia, Kentucky and Tennessee). In addition to the grassroots vehicles, Motive replaced the industry standard “10x10 tent” with a backwoods Roadside Stand with classic 1940s aesthetics (down to the weathered barn board exterior) to serve as an immersive product sampling environment. Along the tour, brand ambassadors are stirring up excitement with the Rat Rods, distributing both poured samples and full glass bottles along with a wide range of gear from t-shirts and five-panel hats to limited edition glass mason jars, stickers and magnets.
Along its route, the tour activated at colleges, bluegrass festivals and other target hotspots. One marquee stop featured a secret, invite-only concert from Florida Georgia Line at The Sutler, one of Nashville’s most historic and intimate music venues. Another took shape as a multi-day activation on a custom backwoods-inspired footprint at Bristol Motor Speedway—including live music, heartland games like Mason Jar Ring Toss and Hubcap Hurling, exclusive prizes and giveaways, and thousands of Mtn Dew DEWshine samples.
The DEWshine Highway tour is finding itself exploring the most interesting parts of the South, bringing a brand new old-school flavor to everyone it meets—and with full marketing support from TV, to radio, to targeted influencer programming, the launch of Mtn Dew DEWshine is proving to be one of the biggest Mountain Dew initiatives of 2015.
MATT [email protected]
CAMPAIGN: MTN DEW DEWSHINE CLIENT: MOUNTAIN DEWAGENCY: MOTIVE