Somebody did their research on this one. Mountain Dew decided against the typical media campaign trying to reach Men 18-34 and realized that a select subgroup of society are rabid Mountain Dew fans, and not limited by sex or age.
This subgroup? Gamers. Historically, nearly every gamer I've ever known has been a raging fan of highly caffeinated drinks - from Mountain Dew to Red Bull to Bolt to Ballz.
Mountain Dew recently launched an amazing social media marketing partnership with one of the big behemoths of the online gaming world: World of Warcraft (aka WoW). For those of you not familiar, World of Warcraft is an online fantasy game with more than 11.5 million monthly subscribers. WoW is estimated to hold a 62% share of the massively multiplayer online game (MMOG) market.
Within WoW, there are two factions: Alliance and Horde. The fight between the two factions can get vicious, and Mountain Dew is taking advantage of this competition to promote their product in a big way. Mountain Dew launched two new colored Mountain Dew Drinks, with each color corresponding to either Horde or Alliance. It is a race to the end to see which side can purchase more product, and an online website tracks who is "winning" at any particular moment (http://www.mountaindewgamefuel.com/).
This subgroup? Gamers. Historically, nearly every gamer I've ever known has been a raging fan of highly caffeinated drinks - from Mountain Dew to Red Bull to Bolt to Ballz.
Mountain Dew recently launched an amazing social media marketing partnership with one of the big behemoths of the online gaming world: World of Warcraft (aka WoW). For those of you not familiar, World of Warcraft is an online fantasy game with more than 11.5 million monthly subscribers. WoW is estimated to hold a 62% share of the massively multiplayer online game (MMOG) market.
Within WoW, there are two factions: Alliance and Horde. The fight between the two factions can get vicious, and Mountain Dew is taking advantage of this competition to promote their product in a big way. Mountain Dew launched two new colored Mountain Dew Drinks, with each color corresponding to either Horde or Alliance. It is a race to the end to see which side can purchase more product, and an online website tracks who is "winning" at any particular moment (http://www.mountaindewgamefuel.com/).
In addition, the partnership uses social media to generate its own viral buzz. Players can win prizes for recruiting new players into the site, as well as for clicking through to the Mountain Dew Facebook page or Twitter feed, watching a video, sharing links on their own Facebook pages, or actually clicking on Mountain Dew banner ads on a number of various websites.
The partnership extends even into the game of World of Warcraft itself. By playing the Mountain Dew game, WoW players can earn exclusive in-game items found nowhere else. And although I myself do not like drinking Mountain Dew, I found myself even sharing a link through to the Mountain Dew World of Warcraft site on my own Facebook page, simply because I wanted that in-game exclusive item. Once that shows up in my newsfeed, all of my friends (many of which are both hardcore Mountain Dew drinkers and hardcore World of Warcraft players) will see and potentially buy this product.
In my mind, this is a perfect combination of the right product, with the right audience, using social media in the way it was meant to be used. Gold Social Media Star to Mountain Dew and World of Warcraft.
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