AMBITION
Tackle new markets without compromising brand values
Mountain Dew needed to transcend their existing partnership with Modern Warfare by working their product into the core fabric of the game experience. However, Mountain Dew’s iconic irreverence has never fit with Modern Warfare’s visceral and serious world. Our challenge was to convince gamers that Dew belonged in the game, without compromising the brand’s core values.
ACTION
Deploy a series of world-mixing commercials
Our campaign maximized the potential of Mountain Dew's existing partnership with Modern Warfare by identifying and leveraging common insights from both fanbases. We wrote and filmed a series of world-mixing TVC and digital commercials that forever tied Mountain Dew to the Call of Duty universe and inspired consumer engagement.
ACHIEVEMENT
Jump in promo redemptions and hours played
The results went beyond sales. The on-package codes we promoted were redeemed 2.5 million times proving engagement past purchase, and gamers used the Mountain Dew branded in-game content for 7 million hours. After seeing our campaign, fans agreed that Mountain Dew belonged in the game.
To put that in perspective, gamers engaged with our branded content for:
116,800 generations of house flies
5,600 dog years
800 human years
400 trips to Mordor to destroy the Ring of Power
53 quinceañeras
1 advertising campaign
on-package promo codes redeemed
hours spent using branded promotional in-game items
