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.

1. SOCIAL MEDIA
CASE STUDY
June 2013
Mountain Dew

2. BACKGROUND
The American soft drink Mountain Dew (Pepsico Group) is sponsoring individual athletes and action sports
events such as BMX and skateboard competition in China (X-Games).
Mountain Dew was sponsoring the last edition of China most popular Extreme Sports competition:
”World Extreme Games”

3. CHALLENGE
For this occasion, Mountain Dew wants to let the fans know about their brand spirit
•
Driving continuous engagement with fans.
•
Increasing Weibo & WeChat fan base.

4. SOLUTION
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Mountain Dew created an online campaign including a Mini site for the Pre-event teaser:
CAPTURE A DEW MOMENT面面俱型
•
Create a cool photo for yourself or for your friends : Place your face on Mountain Dew pictures and share
it directly on your Weibo and WeChat to spread the fun!

5. RESULTS
•
More than 3500 participants joined online activities.
•
The number of fans increased up by 500 on Weibo and around 300 on Wechat.
•
More than 1500 Weibo posts @Mountain dew during the event.
•
The fans’ interations rate increased up by 10.37% on Weibo .
Thanks to this Online event on Weibo and WeChat, Mountain Dew increased
significantly its brand spirit in China and reached more than 45000 fans.
WeChat
Weibo

6. Uncle Advertising is a full service agency providing
creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative
solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in
conversations in chinese social media: Weibo and
Wechat.
For more information, please visit our linkedin
company page Uncle Advertising (Scan our QR code),
follow us on Twitter @ShanghaiUncleAd or drop us an
email at josselin@uncle-ad.com.
Contributors: Chris Yang, Elsa Bouillot, Josselin Roulet