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Dew Strategy
- 3. BIG IDEA: CREATE AWARENESS
- 4. BIG IDEA: DESIGN CONTEST o Two Months o Voting: Twitter/ Facebook Polls and “To Dew List” o Top Four o Feature on Pitch Black bottle
- 8. METRICS
- 9. BUDGET 750000 500000 112000 $1,550,000 8000000 Snapchat Hulu and Pre- Rolled Advertisments Advertisement during Prime Time
- 10. BENEFITS o Increase Subscribers o Decrease Bounce rates o Conversions o Increase attendance
Editor's Notes
- Mountain Dew is targeting millennials ages 16+. This generation is active, outgoing and into daredevil antics. Generation Y is a generation whose lives revolve around the internet and mobile devices. Mountain Dew caters to this age group by using slang, current events that are popular and other “hip” things.
- The big idea is to help Mountain Dew gain more awareness and customers is to create promotional competitions for Dew consumers to participate in. For the first competition, Mountain Dew will have consumers submit a logo design for the popular (now discontinued) Mountain Dew flavor “Pitch Black”. To register to send in your logo design, consumers will go to Mountain Dew’s website. Originally released in 2004 for Halloween, this “fan favorite” flavor was brought back in 2006 as a Slurpee. This flavor is now only available at Speedway; which consumers might not be aware of. Pitch Black is slated to be available as a special promotion, along with another fan favorite, Baja Blast. At the end of the competition, Mountain Dew will own all logo rights to the winning design.
- This campaign will take place over the span of two months. Designers will have a month to submit their designs and then everyone will have the ability to vote for the top four designs over a period of two weeks. Once the top four designs are chosen, voters will be able to choose the best design that will be featured on “Pitch Black” for the duration of the promotion. Voters will be able to vote for the top four flavors only on Mountain Dew’s new website segment, the “To Dew List”. The ’To Dew List” holds information about upcoming events, promotions and campaigns as well as interesting videos and interactive quizzes or games There will be links to this new segment posted all over Mountain Dew’s social media pages including Twitter, Facebook, Instagram and Snapchat.
- Voting on the top designs will also be accessible through Mountain Dew’s new and improved mobile application- MTN DEW. Their mobile website has a very similar layout to their desktop layout, which makes voting available through their mobile website. This application is available to download in the apple and android store - There will also be QR codes posted in Speedways, 7 Eleven stores and Taco Bell locations, so users can scan the code with their smartphone and be taken directly to the website to vote. Once the submitted designs have been narrowed to the top four, voters can cast votes for their favorite design on Twitter polls, Facebook polls and Instagram pictures. Emails will also be sent out to subscribers allowing them to vote through a link.
- - The winner of the top voted design will receive a $1,000 cash prize, free Mountain Dew for a year, and a $200 Taco Bell card. The second place winner will receive a $100 Taco Bell gift card and a $100 Speedway card
- Another goal of this big idea is to create more traffic to Mountain Dew’s website and eventually convert them to signing up for Mountain Dew’s news letter This newsletter keeps readers up to date with the latest campaign and events that mountain dew is having like this competition Mountain Dew will disclose to users that their email will not be given out and that they will benefit from signing up to receive emails from Mountain Dew. The company’s marketing team needs to work to get whitelisted to make sure their emails make it to the user’s inbox and not end up in the spam folder. These emails will only come weekly and no more than twice a week if needed. Their subject line will be engaging and interesting to readers. To draw in the younger consumers, these emails will use hip lingo and up-to-date references. Mountain Dew will send their emails out on the weekends from 8pm to midnight. According to bufferapp.com, these are the best times to send out emails.
- The campaign will be measured by the amount of submissions, amount of voters and the amount of new visitors that become returning visitors to the website. The success of this campaign will also be measured by the number of voters, the increased amount of traffic to the website and the reduction of bounce rates the top four or even win. Voting also brings users to the “To Dew List” section of the website, which includes up coming special promotions and where events will be, increasing attendance where Mountain Dew is a sponsor.
- The budget for this campaign will be $10 million dollars, allowing room for production of advertisements and the cost of having advertisements on the above sources. This also covers the cost of the winner’s prizes. Mountain Dew spent over $5 million dollars on their Puppymonkeybaby commercial, and this campaign will bring more attention to their brand and bring in more consumers.
- This campaign will increase Mountain Dew’s subscribers Decrease bounce rates from their website Convert more users to subscribe to their website and convert more users to become repeat visitors to their website And lastly increase attendance at Mountain Dew Sponsored events