Mountain Dew Won Over Fans After an Error in Its Dewnited States Campaign
Laura McQuarrie — August 14, 2019 — Marketing
References: twitter & fastcompany
Earlier this summer, Mountain Dew launched its Dewnited States campaign to represent the United States with limited-edition soda bottles, each decorated with unique artwork that details the best qualities of a state. In the colorfully patterned graphic map that was created to represent the Dewnited States, Mountain Dew mistakenly represented Michigan’s Upper Peninsula as part of Wisconsin.
Quickly, The Upper Peninsula Twitter account called out the soda brand's error and Mountain Dew was just as fast to right its wrong by inviting locals to share what they love about the Upper Peninsula to create a special edition label. The brand also made a trip to the Upper Peninsula State Fair to give attendees the chance to drop its employees in a dunk tank, plus give out plenty of free products and merchandise.
Quickly, The Upper Peninsula Twitter account called out the soda brand's error and Mountain Dew was just as fast to right its wrong by inviting locals to share what they love about the Upper Peninsula to create a special edition label. The brand also made a trip to the Upper Peninsula State Fair to give attendees the chance to drop its employees in a dunk tank, plus give out plenty of free products and merchandise.
Trend Themes
1. Limited-edition Campaigns - Brands can create buzz and build loyalty by launching campaigns featuring limited-edition products or artwork, which encourages customer engagement and can lead to valuable feedback.
2. Real-time Response - Brands that stay aware of social media and respond quickly to customer feedback have an opportunity to turn negative situations into positive ones and create stronger connections with their customers.
3. Localized Marketing - Brands can build stronger connections with customers and communities by customizing campaigns to reflect local culture and including local customers in the creative process.
Industry Implications
1. Beverage - Beverage companies can engage customers with limited-edition products and packaging, respond to feedback on social media, and include customers in marketing campaigns in order to build loyalty and strengthen brand identity.
2. Marketing - Marketing agencies can help brands tailor campaigns to local markets and use real-time response strategies to build brand reputation and engage customers.
3. Event - Event companies can help brands create engaging events around product launches or giveaways, and work with brands to customize events for specific markets or audiences.
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