This Mountain Dew campaign, developed just in time for Super Bowl 2015, consist of a real-time Snapchat story wherein Mountain Dew followers are allowed to choose the direction of the plot, ending with a Super Bowl pre-game party.
Fans and their decisions will help determine the type of party, the people in attendance and other details. Mountain Dew collaborated with social agency Vayner Media to film and post Snapchat videos and let people choose the story direction using the hashtag #Kickstart, a hashtag chosen to match the name of Mountain Dew's breakfast energy beverage.
This Mountain Dew commercial is a great example of how social media can be creatively woven into ad plots to make for a memorable and innovative brand campaign, and one that is particularly effective at attracting the attentions of young people.
Social Beverage Campaigns
This Mountain Dew Campaign Features a Real-Time Snapchat Plot
Trend Themes
1. Real-time Snapchat Campaigns - Opportunity for brands to engage with their audience in real-time and give them control over the narrative, creating a memorable and interactive experience.
2. Crowdsourced Marketing - Brands can involve their followers in decision-making processes, allowing them to have a say in the direction of campaigns, resulting in increased engagement and brand loyalty.
3. Social Media Integration in Advertising - Utilizing social media platforms as a creative and innovative avenue to deliver brand messages and capture the attention of younger audiences.
Industry Implications
1. Beverage Industry - Brands in the beverage industry can leverage real-time social media campaigns to connect with their target market and build brand loyalty through participatory experiences.
2. Advertising and Marketing Industry - Opportunity for advertising and marketing agencies to develop campaigns that integrate social media platforms, allowing brands to engage with their audience in new and exciting ways.
3. Social Media Platforms - Social media platforms like Snapchat can continue to innovate and provide brands with tools and features to create interactive and immersive campaigns.