MOUNTAIN DEW ROAD TOUR
Develop an engaging mobile brand experience, while also achieving sampling objectives and leveraging partner relationships
The Dew Road Tour – a custom built trailer fitted out with Xbox 360 consoles, big screens and a brutal PA system that travels around NZ for several weeks at a time stopping at sponsored events, key retail outlets and other locations such as beaches and skate parks. Mountain Dew sponsored riders join the brand ambassadors when the tour visits their towns to bring the sponsorship programme to life for consumers.
Consumers don’t just receive a sample and a sticker, tho’ those go down a treat. They get to take on each other and the Dew Crew at Xbox games like Guitar Hero and Rock Band and also undertake crazy Dew-style challenges that our team come up with to win spot prizes like Xbox games, t-shirts, and more.
We arrange radio support for the Dew Tours with live crosses and prize giveaways at most locations and promo trailers letting local listeners know when the team are hitting town. The radio schedule also makes consumers aware of the major competition that runs in conjunction with each tour, with prizes like big screen TVs, Xbox consoles and, of course, a year’s supply of Mountain Dew.
- Thousands of new members recruited to Dew’s database on each tour
- Tens of thousands of cans sampled
- Thousands of stickers, frisbees and other branded merchandise given away
- Some crazy sights around NZ!