Mountain Sponsored the ESPN X Games event in Dubai for the 3rd consecutive year. Our objective was to capitalize on the event sponsorship by developing an integrated activation plan revolving around the brand essence brought to life in a consumer-engaging environment. We took the brief to the next level and created a real consumer brand experience by bringing the brand essence to life … Literally !

Mountain dew stands for “exhilaration” and mountain dew was sponsoring the X Games an extreme sports event. The outcome was dropping consumers from a plan, in the heart of the event!

We developed an online competition asking Mountain Dew consumers to upload their own wildest action sports videos (www.mydewaction.com) in addition to voting for their favourite ones. The most voted video winners would skydive, with a Mountain Dew can in hand, in the middle of the ESPN X Games, an extreme sports sponsored by Mountain Dew.The creative and media exploitation of the activation idea was built around promoting the website and the skyfiving reward.We developed a 360° communication support plan including a 15 sec TVC, we also developed creative print executions built around skydiving, we developed online banners which we placed around high traffic websites, we also developed radio and outdoor executions, in addition to in-store brandnig.We also produced a Mountain Dew reality TV program built around the story of our competition winners, their skydiving journey and the overall activation/campaign.

The campaign triggered tremendous interest from consumers as well as local media. This was reflected in the number of daily website visitors, number of votes, number of up/downloaded videos in addition to the overall marketing and competition feedback. The activation delivered outstanding results on core brand image and equity scores, reaching their highest ever monthly and quarterly averages since the brand was launched in this market 5 years ago. The overall campaign generated 600,000 USD worth of free media coverage.