MOUNTAIN DEW PLAYABLE PRINT

TitleMOUNTAIN DEW PLAYABLE PRINT
ClientMOUNTAIN DEW
Product / ServiceMOUNTAIN DEW
CategoryB04. Mobile Games
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Idea Creation BBDO GUERRERO Makati City, THE PHILIPPINES

The Campaign

Mountain Dew hacked most static of mediums – print. Creating a traditional ad that could only really be engaged with on a social media platform. A QR code on the Mountain Dew print ad led magazine readers to an addictive playable GIF version on Facebook, which asked users to search for a Dew bottle and capture it via screen shot. And to reinforce the gaming spirit, we gave winners gaming reward cards. This activity gave our mundane media more of an interactive spin, creating an experience that embodied the gaming lifestyle.

Creative Execution

The print ad was launched in April 2016, in a local publication carried by the country’s largest bookstore chain. The gif game that the print ad directed people to was embedded in the Mountain Dew Philippines Facebook page.

On Facebook, the boosted post received an above-average engagement rate – performing better by 34%, while comments performed better by 132%. Efforts helped drive the performance of Mountain Dew, resulting in an 11% increase in volume sales for Q1 2016 versus previous year (Source: Pepsico Sales Data). Equity attributes for “brand love” and “for someone like me” also increased, by +6pts and +9pts respectively (Source: Millward Brown Brand Health Tracking).

Knowing that our target was averse to traditional advertising that tended to interrupt their gaming (while needing traditional channels for mass-market reach), we set out to gamify our advertising. We leveraged media spaces closest to our gamers – magazines and Facebook – to create an interactive, game-like experience. And we did this without a big gaming budget.

Credits

Name Company Position
Anna Bigornia BBDO GUERRERO Innovations Director
Jheric Delos Angeles BBDO GUERRERO Digital Account Director
Dionie Tanada BBDO GUERRERO Copywriter
Trisha Tobias BBDO GUERRERO Graphic Designer
Eira Gemanil BBDO GUERRERO Graphic Designer
Franco Villaflor BBDO GUERRERO Graphic Designer
Kahlil Robles BBDO GUERRERO Senior Account Manager
Berny Songco BBDO GUERRERO Account Director
David Guerrero BBDO Guerrero Creative Chairman
Dale Lopez BBDO Guerrero Executive Creative Director
Nikki Golez BBDO Guerrero Creative Director
Rizza Garcia BBDO Guerrero Head of Design
Rachel Yulo BBDO Guerrero Creative Director
Roshan Nandwani BBDO Guerrero Head of Digital
Natalia Burgos BBDO GUERRERO Editor, Animator
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