Rich in extreme sport and skater heritage, Mountain Dew is a huge brand in the US. However, skating is much more popular with Americans than Brits. Despite this, wider British skate culture around music and fashion resonate well with Mountain Dew’s target 16-24 year old UK male audience. Working with Channel 4 Tribes, we discovered that 90% of this audience saw skateboarding and the surrounding culture as aspirational; however, only 2% actually skate.
Our challenge was to create a campaign that was authentic to this aspirational target audience in the UK.
Together with Factory Media, we created ‘Store Wars presented by Mountain Dew’, a UCG skateboarding competition bringing together 24 skate stores in the UK to compete to win £4,000.
The campaign, led by iconic skater Paul Rodriguez, will feature UGC and global video assets seeded across millennial online channels. Our partnership is supported by a broader communications plan of urban OOH (shop shutters and graffiti murals), VOD and digital.
Take a look at sidewalkmag.com for more information.