Mountain Dew MDX is energy soda that keeps you alert. We communicated this with the campaign “Stay Sharp”, where every execution was a test of mental sharpness.Split :15s:A :05 TV spot which began a commercial break quizzed viewers about content of that particular program. Concluding the break was a :10 spot providing the answer. 53 content-specific spots aired. :30s + web:These spots presented random videos, quizzed viewers on details of the footage, then led them to staysharp.tv for the answer. Radio:After hearing an original song, listeners were led to staysharp.tv to guess the song’s topic.

The strategy behind the MDX “Stay Sharp” campaign was to focus on mental energy, rather than the physical energy that has historically defined energy beverages. The campaign quizzed viewers (focusing on guys ages 18-34, 21-year-old bulls-eye) on their mental alertness through a series of quirky “attention tests” rooted in user-generated content (from sites like YouTube) and actual TV programs. Tests were given on TV, Radio and Online. This cross platform presence influenced how we approached production for each creative piece. All production elements were designed to bring the tests to life, reinforcing the idea that the viewer must “Stay Sharp.”