The Brief

Mountain Dew has supported uplifting young people around the world who enjoy skateboarding. In Japan,Mountain Dew had just launched, so we need to make lovers of Mountain Dew. It's skaters. There are many skaters in Japan. However, only a few can do an "ollie" well. How can Mountain Dew uplift the rest of the people? * "Ollie" is the first trick that comes to our mind when we think about skateboards. It is the technique to jump high while riding a skateboard. "Ollie" is the most popular technique, but it's the most difficult one.

Describe how the promotion developed from concept to implementation

We've created a device to solve it, "MAGIC BOX". It was on exhibit at Harajuku where many skaters visit frequently. People who can not do an "ollie", can just pose in the air as doing an ”ollie” on this device, and it will make them look as if they are actually doing an "ollie". We took pictures of people doing an "ollie" on “MAGIC BOX”, and had a graffiti artists, who is popular among the skaters, create original art on those picture. We printed this poster on spot , gave it to the skaters and uploaded it on facebook simultaneously.

Describe the success of the promotion with both client and consumer including some quantifiable results

A lot of skaters who couldn't do an ollie could now do an ollie, and they were uplifted. The poster are on display in skate shop, their own room, etc. And this joy of doing an ollie was shared immediately on the Facebook, blogs, and other social media by skaters. TOTAL MAGIC BOX USERS JUST 250. TOTAL IMPRESSIONS OVER 100,000 on Facebook, Youtube, Website.

Explain why the method of promotion was most relevant to the product or service

Mountain Dew has supported uplifting young people around the world who enjoy skateboarding. So we created most uplifting moment on skating.