Mountain Dew ‘Green Screen’ campaign with X-Men
Tuesday April 1, 2014 at 11:36am
Leading soft drinks manufacturer Britvic Soft Drinks and PepsiCo UK are launching Mountain Dew Green Screen, a new marketing platform from the soft drink brand. The Green Screen platform has been created to drive further long-term awareness of Mountain Dew amongst 16-24 year old males and reinforce the brand’s ties with the wider gaming and film communities. Part of a heavyweight investment for Mountain Dew, the ‘Green Screen’ activity is a long-term platform developed to amplify the target audience’s passions for film and gaming. It will deliver exclusive entertainment opportunities and on-pack promotions to engage with consumers whilst driving sales and repeat purchase. The first Green Screen promotion will see Mountain Dew embark on a partnership with upcoming blockbuster film X-Men: Days of Future Past, with an exclusive competition featured on-pack from April 14th to June 8th 2014. The on-pack promotion encourages consumers to go online and enter a unique code printed on the inside of Mountain Dew Sugar Free and Original PET bottle labels for a chance to win prizes including an exclusive trip to Fox Studios in Los Angeles as well as X-Men DVD box sets. Mountain Dew 500ml PET bottles will be wrapped in special X-Men capes to disrupt the brand’s target audience at point of purchase. The special capes will encourage Dew fans to take a ‘selfie’ with their caped bottle and post it on social media channels for the chance to win on the spot prizes. To further generate interest in the Mountain Dew Green Screen platform and in keeping with the superhero theme, the brand has launched a series of social media ‘battles’ from March 2014 encouraging consumers to vote via Facebook and Twitter to bring Thor The Dark World or Iron Man 3 and X-Men2 or X-Men First Class back to the big screen. Fans who vote can win tickets to the screenings in London and Manchester, which will be full of interactive experiences, VIP treatment and celebrity guest appearances. This activity will culminate with consumers having the chance to win tickets to an exclusive, pre-launch screening of the biggest movie release of 2014, ‘X-Men: Days of Future Past’, which will be released in cinemas nationwide from May 22nd. Jonathan Gatward, Marketing Director at Britvic UK, comments: “As well as launching a long-term promotional platform for Mountain Dew with the introduction of Mountain Dew Green Screen, we are bringing a ‘wow’ factor to bottles of Mountain Dew with our latest on-pack promotion. The tie up with X-Men: Days of Future Past’ and 200,000 Mountain Dew caped bottles are sure to grab shoppers’ attention on shelf, generating additional interest in the brand and the Green Screen campaign. As well as PR, digital and social media activity, with a reach of 35 million, the brand will also be targeting consumers via partnerships with Kerrang radio and Empire magazine and a brand new Mountain Dew X-Men ad that will air on cinema screens across the nation. With the aim of driving sampling and innovative experiential activities in store, shoppers will also be encouraged to participate in the nationwide ‘cape hunt’, encouraging fans to upload their ‘selfie’ cape shots onto social media sites.