Mountain Dew Campaign
Agency KEzekiel Okeleye
Ashley PondLauren Grabau
Scott Loy
MRI
• Women vs. men
• Geography
• Demographics
• Hobbies and interests
Target Audience
Males 18-48 that:
• Watch Adult Swim and Teen Nick
• Read automotive and video game magazines
• Watch sporting events and play video games
Connecting with the Audience
Continue Mountain Dew portrayal of being:
• Edgy
• Extreme
• Thrilling
Connect with young, thrill-seeking Dewers
Goal
• Remind
• Provide
• Experience
Media Schedule
Agency'K
Product:'Mountain'Dew
January February March April May June July August September October November December
Radio
80'GRPsWeekdays'12:00'AM'>'6:00'AM
Print>(Magazines)75'GRPs
Super'Chevy
Cable>TV
Daytime'84'GRPs
Game'Shows
Late'Fringe'60'GRPs
Adult'Swim
Other>(Web)
nascar.com,'WWE.com,'Farmville
Media Plan
• Pulsing• Internet is continuous• Radio, Magazines, TV
staggered• Heavy season
pre-summer
Big Idea
To Dew List
• Before starting a family/getting married
• Extreme Activities
• Interactive
• Super Chevy
• Car Craft
• Ducks Unlimited
#56: S u rf t h e Banzai Pipeline
Do I t All
Wit h Dew
TV Spot
• 30 seconds
• Depiction of activities on list
• Normal people
• To be replicated
Radio
• Two 15 second spots
• Recognizable
• Continuity with TV spot
Internet/Social Media
• Show the extreme videos
• Allow consumers to upload their “To Dew List”
• Displays online promotions
Recap
• Interaction with consumers
• Remind of product• Distinguish
