It’s every graffiti artists dream to tag the untaggable. So we built software that busted graffiti off the wall and into Google Street View, letting artists make their mark anywhere in the world.

We collaborated with street artists to create the next evolution of graffiti. Motion-capture experts and software engineers helped us to track their movements to capture the essence of graffiti, and bring it into 3D.

Online, fans could intuitively craft their own piece of 3D graffiti and drop it anywhere on Google Street View – creating a single global canvas for Mountain Dew fans to tag the virtual world.

To be true to the brand we needed to fuel urban culture. In 2011 we had done this for skateboarders and riders. In 2012 we needed to do it again, but in a way that would bring new people into the fold, while still resonating with our current fans.

What better way to do this than with urban street art? Do we need to talk about why street art here?

Mountain Dew needed a campaign that would make the brand more famous, more loved, more consumed and celebrated as a beacon for youth culture and spirit.

The category was in decline at -2% in volume and -1% in value (during quarter 4). Despite this, Mountain Dew out-performed the category and smashed the sales objective. Ultimately delivering +31% volume growth and +28% value growth.

A whopping 24% of our target audience participated via mountaindew.co.nz. Furthermore, we were able to drastically increase our Facebook fan-base improving by +293%.

We dramatically strengthened our brand equity. The measure of ‘is an edgy brand’ increased by 50% and the measure of ‘has a buzz or excitement about them’ also increased by 20%.