Mountain Dew’s latest campaign offers free drinks to anyone who enters the Mountain Time Zone, plus a chance to win a relocation package! Here’s how they’re leveraging data, nostalgia, and outdoor adventure.
Mountain Dew is deepening its focus on enjoying time spent outdoors with its latest campaign, which sees the PepsiCo marketer looking to make the Mountain time zone its own. The effort also brings additional awareness to the brand’s decades-old “Do The Dew” tagline, which was recently reinvigorated with a new brand character, the Mountain Dude, a ’70s-inspired figure with long hair, a flowing beard, and a lime-green fur coat.
The brand’s latest campaign is inspired by StatSocial research indicating that people who live in the Mountain time zone are 6% more cheerful than the typical American. Accordingly, the marketer geofenced the entire time zone and offered those crossing it a free Mountain Dew. From August 27 through the end of the year, anyone who crosses into Mountain Time can score a free beverage as long as they previously registered via a microsite by entering their email. Once in Mountain Time, consumers can revisit the microsite to redeem the offer.
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The effort, representing a major opportunity for the brand to gather first-party data, is also being supported by a TikTok sweepstakes coined “Mountain Dew Hauls” that will reimburse five winners’ moving fees to relocate to the Mountain time zone. To enter, consumers must create a TikTok video explaining why they want to move and how they plan to enjoy the outdoors. Entries must include the hashtags #MountainDewHauls and #contest. Those who win will have costs up to $10,000 covered by the brand and receive free Mountain Dew for a year and a Mountain Dew Outdoor Gear welcome package.
“With the great outdoors at the core of everything we do, we want to encourage everyone to embrace the Mountain Time mindset by giving away free Mountain Dew to anyone who crosses into the Mountain Time Zone,” said JP Bittencourt, vice president of marketing at Mountain Dew, in a statement.
The brand will also promote the campaign via paid social and OOH ads, welcoming consumers into the Mountain Time zone with billboards on the border of Mountain Time and prominent airports in such areas.
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This year, additional marketing from Mountain Dew has included the brand’s first Super Bowl ad in support of Baja Blast, celebrating the tropical-themed flavor’s 20th anniversary. Additionally, in March, the brand launched two yearlong rewards programs that target consumers interested in the outdoors or gaming.
