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April 8, 2014

Mountain Dew’s Computerless Interactive Campaign

Screen Shot 2014-04-08 at 2.00.05 PM

It’s not news to you that it’s important to understand the customer. But what is possible when we go beyond simple demographic research to truly understand the fabric of everydayness in our customer’s lives? This week Mountain Dew revealed a campaign for their Columbian market that creates an interactive brand experience that doesn’t involve an electronic device. This campaign isn’t for all of Columbia, or moms in Columbia, or teens in Columbia… it’s for skateboarders in Columbia.


I am sure the smart folks at Mountain Dew looked at the market research on skateboarders  and wondered How do you reach the engaged skater, who isn’t in front of a screen while he is doing what he loves?

That’s where the brilliance of this campaign kicks in. Skaters spend 50% of their time riding and 50% of their time repairing what they break. And now Mountain Dew gets to ride along on the 50% fix time.