The document outlines Mountain Dew Kickstart's 2013 mobile product launch campaign. The campaign utilized multiple mobile tactics throughout consumers' morning routines, including day-part targeted video and rich media ads, mobile couponing, and an integration with the mobile game Real Racing 3. The strategies were aimed at Millennials and Hispanics and successfully drove awareness, trial, and engagement with completion and interaction rates exceeding benchmarks. The campaign demonstrated the potential of positioning mobile at the center of a brand's marketing strategy.

1. 2013 Mountain Dew Kickstart
Multi-faceted Mobile Product
Launch

2. Kickstart - A morning energy solution
Millennials need a morning pick-me-up, yet aren’t
drinking coffee or juice
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4. 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

5. Digital Usage Throughout Target’s Day
Early Morning
Evening
Morning
Afternoon
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6. 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
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7. 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%
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8. 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
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9. 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
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10. 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
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11. 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
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