2013 Mountain Dew Kickstart
Multi-faceted Mobile Product
Launch
Kickstart - A morning energy solution
Millennials need a morning pick-me-up, yet aren’t
drinking coffee or juice

2
Mobile’s Role Within the Morning Routine
Wake Up
Mobile alarm clock (native
function or 3rd party app)

Day Preparation

C...
Digital Usage Throughout Target’s Day
Early Morning

Evening

Morning

Afternoon

5
Strategy
Drive awareness and trial through careful message
placement throughout target’s morning routine
Consideration of ...
Interactive In-Stream Video
Tactics Utilized:
• Day-Part Targeting – Morning (focus
on content such as News and Music)
and...
Rhythm-built custom Rich Media Execution
Tactics Utilized:
• Day-Part Targeting – Morning (focus on content
such as News a...
Retail Promotion – Mobile Couponing
Strategy:

•

Leverage Apple’s Passbook app for seamless coupon distribution and
redem...
Mobile Gaming – Real Racing 3 Integration
Kickstart Commuter Dash
Overview:
•

Kickstart branded track & car integrated in...
The most successful CSD innovation of
the past decade
What’s Next?

• Evening Product Extension
• Mobile at the center of ...
Case Study: "How PepsiCo & Team Built a Multi-Faceted Campaign to Launch 'Kickstart' on Mobile"
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Case Study: "How PepsiCo & Team Built a Multi-Faceted Campaign to Launch 'Kickstart' on Mobile"

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Case Study: "How PepsiCo & Team Built a Multi-Faceted Campaign to Launch 'Kickstart' on Mobile"

  1. 1. 2013 Mountain Dew Kickstart Multi-faceted Mobile Product Launch
  2. 2. Kickstart - A morning energy solution Millennials need a morning pick-me-up, yet aren’t drinking coffee or juice 2
  3. 3. Mobile’s Role Within the Morning Routine Wake Up Mobile alarm clock (native function or 3rd party app) Day Preparation Checks for messages Catches up on news (sports/entertainment) Quick video snacking Checks preferred social networks Commute Listens to music Settling in Mobile gaming News consumptions (Sports/entertainment) News consumptions (Sports/entertainment) Checks social networks Video Snacking Music Streaming
  4. 4. Digital Usage Throughout Target’s Day Early Morning Evening Morning Afternoon 5
  5. 5. Strategy Drive awareness and trial through careful message placement throughout target’s morning routine Consideration of device behavior in morning vs. evening: Day-part Targeting Morning = rigid behavior Evening = flexible behavior • Video • Rich Media • Content Integrations • Search/Social • Couponing Data layering to reach secondary Hispanic target 6
  6. 6. Interactive In-Stream Video Tactics Utilized: • Day-Part Targeting – Morning (focus on content such as News and Music) and Evening (focus on more Entertainment content) • Contextual and Data Targeting to reach Men 18-34 and Hispanics Results: • Day-Part Targeting as a tactic demonstrated completion rates over 90%, well surpassing Rhythm’s 80% benchmark • Layering on additional targeting, such as Demo and/or Hispanic Targeting resulted in significant increases to interaction rate – ranging between 6-8% 7
  7. 7. Rhythm-built custom Rich Media Execution Tactics Utilized: • Day-Part Targeting – Morning (focus on content such as News and Music) and Evening (focus on more Entertainment content) • Contextual and Data Targeting to reach Men 18-34 and Hispanics Results: • Expansion rates between 51% and 64% for Rich Media Banner – with data targeted banners demonstrating higher results • Post Expansion Interaction rates between 3% and 7%, with contextual alignment demonstrating higher results 8
  8. 8. Retail Promotion – Mobile Couponing Strategy: • Leverage Apple’s Passbook app for seamless coupon distribution and redemption at Retail partner locations • Geo-fencing around Retail locations Step 1: Consumer clicks banner Step 2: User receives coupon offer Step 3: Users clicks “add” to save to Passbook 9
  9. 9. Mobile Gaming – Real Racing 3 Integration Kickstart Commuter Dash Overview: • Kickstart branded track & car integrated into first game update • Users received extra fame points for completed race between 710am • Branded video and interstitial placements Results: • 2.1MM races completed by 1.2MM individuals (81% between 710am) • 100,000+ people purchased the Kickstart Car • Post race and pause screen media generated 3MM + Clicks to mobile/tablet site • 344K Video Views – 87% Completion Rate 10
  10. 10. The most successful CSD innovation of the past decade What’s Next? • Evening Product Extension • Mobile at the center of the brand’s marketing strategy 1 1

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