PepsiCo wanted to increase awareness and trial of different Mnt Dew flavors among Hispanic Millennials in Chicago.
Challenge in a nutshell:
Create a sampling program to win in the summer and connect with Hispanic Millennials at events in Chicago, focusing on seven different flavors.
Objective in a nutshell:
Engage consumers to try the product & leave a lasting impression, encouraging them to drive purchase at retail.
- Researched relevant events in the Chicago area and crafted an activation plan recommendation
- Brainstormed activation ideas and designed activation footprint
- POC for event properties
- Acquired sampling permits with the city for each event
- Handled budget and payments to vendors and event properties
- Coordinated logistics with activation partner and PepsiCo distributor
Execution in a nutshell:
Enlisted Moderne Communications as our activation partner and secured footprints at three (3) events. The concept was around a "dance party". We wanted to make it young and fun. Activation elements included a branded dance floor, DJ, branded tent, Snapchat printer, flash tattoos, sampling bar and branded high-top tables.
Flash tattoos were especially popular. The DJ was a great addition, not only providing great ambience for the booth but also allowing the opportunity to get on the mic multiple times each day to hype festival goers to stop by. It was a great way to reinforce the Mtn Dew brand. Sampling was also very steady. Though some people were disappointed we couldn’t pass out cans, the 3oz cups worked well and maximized the number of samples we could get out of a single can (~ 5 samples).
The Mnt Dew Snapchat activation was a very popular activation with over 500 photos taken just at the first festival and sent to the printers. Dozens of repeat visitors came back with friends to take more photos and take advantage of the unique photo editing features of Snapchat including filters and lenses. Most visitors were drawn in by the Snapcodes on the printers and we observed that most would start taking out their phones to open Snapchat even before they fully understood the activation.
Memorable Consumer Quotes:
“Your booth is LIT! Our boss told us to come check out the Snapchat stuff down at Mountain Dew” – Boost Mobile
“I just want to drink Mountain Dew and dance”
"All of these flavors are so delicious I don’t know which one I like the best"