THE ORIGINAL BRIEF

To create a programme of grass roots activity with a view to being able to take it through the line in the future.

KEY ELEMENTS

1. Mountain Dew Ambassador Programme
2. MountainDew.co.nz and Mountain Dew NZ Facebook Page
3. Dew Road Tours

1. Mountain Dew Ambassador Programme

• 2005 – Recruited key influencers who were competitive in surfing, snowboarding, wakeboarding, freestyle BMX and mountain boarding
• Their talent was important but personality, networks and an ability and willingness to be advocates for the brand and generate content were equally critical
• 2006/2007 – Snowboarding ambassadors featured in Dew’s NZ TVC
• 2010 – Wakeboarding, Freestyle BMX and Skateboarding ambassadors featured in Dew’s Code Red TVC
• 2011 – Skateboarding ambassadors featured in Dew’s Skate Pinball TVC and “making of” TV clips
• Current Dew Team members include top skaters, a world junior wakeboarding champ, winners of snowboarding events in the USA and more.

2. MountainDew.co.nz and Mountain Dew NZ Facebook

• 2005 – We built a basic website featuring the ambassadors
• 2006 – Briefed three agencies to pitch for a more complex site build once the ambassador programme was proving itself
• 2006 – 2008 – Managed the generation and publishing of content by ambassadors and from other Dew activity while also working with the client and interactive agency to drive the site’s evolution
• 2009 – Built a new site in-house
• 2010 – Launched Mountain Dew NZ Facebook page
• Dec 2011 – Hit 30,000 “likes” on Facebook
• Click here to check out the site and here for the Facebook page

3. Dew Road Tours

• To provide an engaging brand experience, while also achieving sampling objectives, we customised a racing car trailer with Xbox360 consoles, Samsung big screens, a P.A. system and more.
• Our promotional team hits the road for several weeks at a time focusing on key summer or winter destinations around the country
• We arrange a supporting radio schedule and the team links up with radio promo teams who make live crosses at most stops
• Both the promo team and radio activity also promote a tour competition that used to incentivise sign-ups to the online database at mountaindew.co.nz but now focuses on generating “likes” for the Facebook fan page. Thousands of sign-ups/likes are achieved during each tour.