This taps into the trend of social gaming, which has become a trend in today's highly interactive community, specifically amongst the youth, especially young men, as the biggest users of online games around the world.
The campaign was devised to increase the brand's online presence, while driving trial and engagement via an entertaining platform.
The game is centred on shooting as many bottles as possible, without missing, to be able to keep the fuel meter from dropping. The game has the look and feel of Xbox new game Halo 4, soon to be released by Microsoft, which is teaming up with Mountain Dew for the campaign.
With a focus on campus activities such as activations, sampling and campus radio to reach the appropriate target market of 18-21, consumers can daily win cash prizes of R300 and eight winners can win brand hampers, which include two six-packs of the drink and the anniversary edition of the popular Halo game for Xbox.
The grand prize is the Ultimate Mountain Dew Theatre, consisting of 3D smart plasma, Halo 4 Limited Edition console with branding, a 12-Month Xbox LIVE gold membership (including points), a branded gaming beanbag, a hamper of five six packs, online data and the Halo 4 Xbox game.
Speaking about the campaign, Warren Bassett, marketing and commercial manager at PepsiCo says, "As a young, exciting brand, it is at the coalface of progression, setting trends rather than following them. It engages with those that live, laugh and play with a passion to win. Since the digital arena is where this is happening, it is the platform that we've chosen to interact."
The online component of the campaign runs until 11 November 2012, driven via online and mobile portals including a website www.dothedew.co.za, Facebook www.Facebook.com/MountainDewSA and mobile site www.dothedew.mobi.
