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Mudra Max executes experiential marketing campaign for Mountain Dew

Designs two daring properties to match with the tagline of Mountain Dew – Darr Ke Aage Jeet Hai.

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BestMediaInfo Bureau
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Mudra Max executes experiential marketing campaign for Mountain Dew

Designs two daring properties to match with the tagline of Mountain Dew – Darr Ke Aage Jeet Hai.

BestMediaInfo Bureau | Delhi | May 6, 2011

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A one-of- a- kind daredevil campaign designed by Mudra Max for Mountain Dew keeping its brand attributes in mind has been launched by PepsiCo the F&B giant.  An innovative experiential marketing campaign, it seeks to reach out to a large number of its target audience consisting of youth in the age bracket of 18 – 30 year, in a unique and disruptive way, engaging them in an activity that plays on their fears and helps them experience the core attributes of the brand – Darr Ke aage Jeet Hai.

Mudra Max has designed two bravura properties for the brand namely - X-treme Fall – Crane & X-treme Rock Climb - Wall. The aim is to conduct adventure activities for Mountain Dew fans and give them an opportunity to overcome their fears, test their boundaries and 'Do the Dew”!” The thrilling and adventurous campaign challenges the contest participants to take the plunge, discover their threshold of fear, overcome it and ultimately emerge as winners.

The activation described as X-treme Fall covers cities like Mumbai, Delhi, Lucknow, Kolkata and Chennai. It involves getting a group of young people together at a venue and registering those who would like to live the experience. The contestants are then shown a demo AV and completely harnessed before being taken 50' high from the ground by a branded crane. When the participant gives a green signal from above, he/she is instantly dropped and lands on an inflatable. This completes the exercise and the contestant is given a Mountain Dew stamped certificate with his photograph on it.

The X-treme Climb campaign similarly provides participants a Darr ke Aage Jeet Hai experience through Rock climbing a wall which is mounted on the canter. On successful completion, the contestant is given a Mountain Dew Dog tag. This activity has been carried out in various cities like Jalandhar, Ludhiana, Amristar, Gorakhpur, Kolkatta, Jodhpur, Ahemdabad, Nagpur, Pune, Nasik, Coimbatore etc.

Commenting on the campaign, Sanjay Kacker, Sr. VP, Celsius, said, “The idea was developed and conceptualized to achieve a never before brand experience for the consumers. The Mountain Dew X-treme fall and Mountain Dew X-treme Climb are two properties that will always be remembered by the people who participated not just because it is something novel and not seen before, but it truly brings alive the feeling of “Darr” (this isn't an easy task).  Mountain Dew enables them to think ahead of such apprehensions and stimulates them to achieve victory beyond fear. With this campaign we intend to develop a never before done activation for the brand and covert more and more people into DEWOHOLICS.”

Alpana Titus, Marketing Director (Flavored Carbonated Drinks), PepsiCo India Beverages says, “Mountain Dew campaigns are all about ultimate adventure and daring. We have received a tremendous response to our new thematic campaign with Salman Khan and now our on-ground activation executed by Mudra Max. X-treme Fall takes the campaign 'Darr Ke Aage Jeet Hai' to the next level by recreating a differentiated and thrilling experience for our consumers. With The Xtreme Fall, the participant will not only get to experience the adventure but also get certification for completion of the 50 feet fall under professional supervision. The same has also been featured on Facebook and continues to get a great response.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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