Mountain Dew sponsored extreme sports events in China to increase engagement with fans and grow its Weibo and WeChat fan bases. It created an online photo campaign asking fans to place their faces on Mountain Dew images and share on social media. Over 3,500 participated, increasing Mountain Dew's Weibo fans by 500 and WeChat fans by 300. It received over 1,500 Weibo posts during the event and increased interactions on Weibo by 10.37%, reaching over 45,000 total fans.