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.