This Pepsi IPL, Mountain Dew is initiated a campaign – ‘Dew or Die’ – that seeks to bring alive the exciting cricketing moments through an innovative consumer engagement programme, on-air as well as extensive online and in-stadia initiatives. The brand is also leveraging its partnership with three IPL teams this season – Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.
The ‘Dew or Die’ campaign builds on the cricketing excitement with a special segment on Set Max’s ‘Extra Innings’ every day. As part of this integration, viewers are shown three ‘Dew or Die’ moments from the previous day’s matches, shortlisted by an expert panel. Viewers can then choose one moment that truly defines ‘Dew or Die’ and SMS DEW A, B or C to 9740707070. Fans, whose choice matches with the experts’ decision, stand to get a chance to be part of Mountain Dew Xtreme Tours abroad.
The ‘Dew or Die’ campaign has also been launched through the brand’s social media channels. During all matches, cricket fans can choose their ‘Dew or Die’ moments in real time and tweet to the Mountain Dew handle to win match tickets and team merchandise.
This apart, all three partner teams have created ‘Dew or Die’ victory chants that are being amplified in-stadia by fans twice in every home game as well as through radio integrations.
Commenting on the campaign, Ruchira Jaitly, Category Director- Flavours, PepsiCo India said, “With a short format, the T20 tournament is all about those defining moments of performance that change the fate of the game and elevate the viewer excitement to a new level. Our ‘Dew or Die’ campaign is all about consumer engagement, including our TV integration that goes beyond traditional advertising. We look forward to extending it to other formats in equally engaging and innovative manner.”
Mountain Dew had launched the first campaign of this season earlier this year that took forward the brand’s essence of ‘Darr ke Aage Jeet Hai’.