Mountain Dew and its NASCAR team partnered with legendary driver Dale Earnhardt Jr on a campaign that leveraged the 2019 Daytona 500 that aimed to raise awareness of and support for Team Rubicon.
The initiative, which follows on from the PepsiCo brand’s new partnership with the military non-profit organisation (which pairs the skills and experiences of military veterans and first responders to serve communities impacted by disaster, was led by a hero television commercial.
Earnhardt narrated the national spot – running under than drink’s umbrella ‘Do the Dew’ brand platform – which encouraged viewers and fans to support Team Rubicon and donate to the cause.
The above-the-line ad was amplified and supported by a digital campaign strand.
Shoutout to our @TeamRubicon ambassador @DaleJr for volunteering in Florida yesterday with the team! #LetsDo #DoTheDew
How you can help: https://t.co/mvIzs1iNxW pic.twitter.com/eIUdjtL0o9
— Mountain Dew® (@MountainDew) February 12, 2019
While on-track at the race itself Chase Elliott’s No 9 Chevrolet was painted out in a fresh ‘Mtn Dew x Team Rubicon’ livery.
While the race campaign,
It's time to race at @DISupdates! Tune in now to @NASCARONFOX to watch @chaseelliott race this beast featuring TR and @MountainDew. #dothedew #Nascar pic.twitter.com/oE4zGqunb5
— Team Rubicon (@TeamRubicon) February 10, 2019
and the wider brand/non-profit alliance is also promoted across Team Rubicon’s platforms.
We're pretty pumped to have @MountainDew as a partner. Check out how you can fuel our disaster relief by buying your favorite drink. https://t.co/xNFi5s2bqX #letsdo #dothedew #BuiltToServe pic.twitter.com/IteUqEjUuU
— Team Rubicon (@TeamRubicon) February 14, 2019
. @TeamRubicon is an organization committed to serving communities affected by disasters, from international events to local crises. Now you can fuel Team Rubicon and score points to redeem awesome swag! Check out more here: https://t.co/tOXc9ePtCu pic.twitter.com/ziJ4oM33z8
— Mahaska (@MahaskaBottling) February 13, 2019
The campaign also included limited-edition camouflage ‘Mtn Dew x Team Rubicon’ cans and bottles.
While fans were incentivised to donate by being given a chance to earn rewards and scoop exclusive campaign gear: including T-shirts, backpacks and sleeping tents, or simply to redeem Dew Nation Reward points.
The biggest Team Rubicon race fan backers through the initiative will earn a unique, race-day experience with Dale Earnhardt Jr.
Mountain Dew also donated $1m to Team Rubicon.
Comment:
This campaign could both appeal to NASCAR fans, help the cause and help Mountain Dew build brand awareness with the group.
It may resonate with consumers who increasing expect and demand that brands take a stand on social issues – especially younger generations who typically claim to back brands that work to make a positive impact on society.
(50% of Gen Zers say that knowing a brand is socially conscious influences their purchasing decision – according to MNI Targeted Media).
It is also patriot, which appeals across demographic segments in the USA: including 53% of millennials, 42% of Gen Z, 68% of Gen X and 85% of baby boomers.
For example, Jeep recently notched up more than 100 million online views for its new ‘More Than Just Words’ Big Game commercial (which didn’t actually air during the Super Bowl) which featured the Star Spangled Banner (by One Republic) and a diverse cast of Americans and historic footage of iconic American moments.
Links:
Mountain Dew
https://www.youtube.com/user/MountainDew
https://www.Twitter.com/MountainDew
http://instagram.com/mountaindew/
https://www.Facebook.com/MountainDew
Snapchat username: MountainDew
Team Rubicon
https://twitter.com/teamrubicon
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