Title | MOUNTAIN DEW PLAYABLE PRINT |
Brand | MOUNTAIN DEW |
Product / Service | MOUNTAIN DEW |
Category | B04. Mobile Games |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Idea Creation | BBDO GUERRERO Makati City, THE PHILIPPINES |
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 |
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.
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.