CASE STUDY June 2013

Mountain Dew

SOCIAL MEDIA

BACKGROUND The American soft drink Mountain Dew (Pepsico Group) is sponsoring individual athletes and action sports events (BMX and skateboard competition such as the X-Games in China). Breaking Boys In Shanghai – World final 2013 Mountain Dew were sponsoring the last edition of China most popular street dance competition “B-boy in Shanghai”.

How to create a powerful event in the digital world? • Increase Mountain Dew’s brand awareness.

• Increase the numbers of fans on Weibo and Wechat.

• Improve the interaction between the brand and its fans.

CHALLENGE

Crew is key. Train together, compete together, set an example for the next generation.

Crew is creativity. Struggle together, grow together, value your teammates.

Crew is family. Live the culture, strive for success.

• On Line Pre-event teaser: We challenge our Weibo and Wechat fans to take a creative and inspiring picture including Mountain Dew drink to get a chance to win free tickets for the “B-boy in Shanghai” competition.

SOLUTION

• Off Line - Get a complimentary Mountain Dew drink with your event ticket. - Scan the Wechat QR code and win Mountain Dew goodies.

RESULTS • More than 3000 participants join online activities to win tickets for the “B-boy in Shanghai” competition. • The number of fans increased up by 1600 on Weibo and around 500 on Wechat.

• More than 5793 Weibo posts @Mountain dew during the event.

Thanks to this Offline to Online event on Weibo and Wechat, Mountain Dew increased significantly its awareness in China and reached more than 30 000 fans.

Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com. Contributors: Chris Yang, Elsa Bouillot, Josselin Roulet