Mountain Dew Sponsorship Celebrates Teen Lifestyle
When Pepsi-Cola North America’s Mountain Dew took title sponsorship of the Dew Action Sports Tour before the property’s 2005 inaugural season, the challenge was to create an environment that would set it apart from the tour’s other sponsors and connect with the ever-so-savvy teen target.
“We take into consideration the landscape of what other sponsors are doing,” says Andrew Jaffe, Pepsi’s marketing manager-sports. “For us as the title sponsor, it was critical to come to the party with something that was big and something that was going to break through on site.”
Which is exactly what Dew did.
The House of Dew, a two-story, 3,200-square-foot exhibit inside a moveable colonial home, invited action sports fans in to experience the sport—and Mountain Dew—through five action-packed interactive rooms.
“We decided to really focus on celebrating these kids’ lifestyles—and give them access to that lifestyle and give them a space to be themselves,” says Andy Cook, executive vp at Smyrna, GA-based Vivid Marketing.
Downstairs, in a music lounge, teens could listen to playlists selected by Mountain Dew-sponsored action sports athletes at listening stations donated by fellow tour sponsor Napster. At a sampling kitchen, they could taste five Mountain Dew flavors, served by “Dewtenders.” In a tattoo parlor, fans lined up for airbrushed skin art featuring tour and Dew logos and likenesses of their favorite athletes.
Upstairs, consumers packed into a 30-seat theater to get a sneak peek of the Mountain Dew-produced snowboarding documentary “First Descent.” And a PlayStation room gave teens the chance to play single- and multi-player games on plasma screens.
The fun even extended outside of the exhibit: On a 40-foot front porch, a House of Dew emcee kept fans energized, blasting tunes while ambassadors handed out samples.