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Impressions

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Most Viewed on Gear VR for six months

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Event Attendees

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Week summer long campaign

Challenge

Mountain Dew wanted to give fans the chance to vote for their favorite Limited Time Offer (LTO) DEW flavor, Baja Blast or Pitch Black, to decide which would become a permanent fixture in the soda aisle. They tapped dentsu to create a gamified, integrated campaign with a VR gaming experience as the show-stopping, press-grabbing centerpiece.

Solution

The teams wanted to give fans a chance to vote for their favorite flavor from a variety of channels. Visitors were directed to a custom-designed microsite and could click to register their vote. Mountain Dew fans are known for being fanatical, so the audience was more likely than their peers to influence and be influenced through social. We created sharable asset packs turning fans into advocates and allowing Mountain Dew drinkers to wear their vote with pride across their social channels.

Results

As the centerpiece to the campaign, our in-house game studio designed and developed a first of a kind branded VR racing game called DEWcision. Racing through a fantastical, out-of-this-world racetrack, fans chose their path through one of two universes designed around the two different flavors — Baja Blast and Pitch Black — the route you choose counts as a vote for that flavor. DEWcision was a huge success, generating 6M votes without any paid media support and 50M press impressions. DEWcision is one of six DEW VR experiences that we’ve built, totaling 900M earned media impressions and helping Mountain Dew to maintain a 28-quarter growth streak. ​