We launched the first ever, creator-driven, branded YouTube Multi Channel Network - The MTN Dew Green Label MCN -- in early 2016, and signed an exclusive roster of talent to multi-year endorsement contracts.

The creators produce branded video content around moments for Dew, such as The Super Bowl, Dew Tour (the brand’s action sports contest series), and Dewcision 2016, a contest series created to add one of Dew’s most popular flavors to their permanent product line-up.

The Green Label MCN is still working closely with top-tier YouTube creators across skateboarding, gaming, basketball, and lifestyle verticals to ensure that their target demographic -- the active millennial male -- remains engaged.

We created a YouTube Multi-Channel Network (MCN), and signed creators to yearlong deals. As a result we essentially turned MTN Dew into a publisher with a network of content creators. In the process we

Eliminated third-party management fees

Provided a new revenue stream for Mountain Dew’s ad sales

Received category exclusivity

Increased Mountain Dew’s content

Decreased costs by shifting production directly to influencers

The MCN launched in May of 2016 with over 24 videos to date, 260 million views and over a million social media engagements and will continue into 2017

The Green Label MCN has paved the way for how brands should work with digital influencers and has created a sustainable advertising platform for Mountain Dew to engage millennials and generate revenue for years to come.

Beyond being the first ever creator driven brand MCN, the MCN has been wildly successful, generating:

- Over 260 million total views

- 45 million views of Mountain Dew branded content

- 1 million social media engagements

- Over 1 billion impressions