Business Challenge & Background
Mountain Dew is a leading brand of PepsiCo International. In New Zealand, it focuses its brand identity on sponsoring action sports people known as 'ambassadors'. Offline, these ambassadors are involved in sports such as snowboarding, surfing, wakeboarding, mountain boarding and freestyle BMX demonstrating their passion for these sports with regular involvement in competitions and networking with other sports people.
Mountain Dew required an interactive means for bring this offline passion online, helping to build the brand identity. Core to this interactive development was connecting the audience with the ambassadors and in doing so providing visitors with a view into their sports and events that traditionally was unavailable.
What we did
The Marker team worked with Mountain Dew to identify the following key objectives for the project:
- Develop a strategy that enables authentic interaction between users and Mountain Dew ambassador
- Create ambassador profiles with their own blogs, galleries and web clips
- Ensure internalized updates of the site and make sure videos were loaded to increasingly active social network and consumer generated media sites.
- Publicise upcoming events
- Create a sign-in to allow customers to be a member of the Mountain Dew community
Core to achieving these objectives was the implementation of our Content Management Engine which allowed technical novices to create, amend and delete content as required. A reporting and analytical solution was implemented to report on the website and all permission marketing campaigns.
Outcomes
Generate Ambassador profiles
Ambassador profiles included blogs, which allowed consumers to interact with these popular extreme sports athletes. This increases brand identity as it allows the Mountain Dew website to be the medium in which they interact. The profiles also include photos of the ambassadors, web clips of them in action and their statistics.
Generate Sports profiles
These profiles include upcoming events in this sport, photo galleries, related blogs and the corresponding ambassador. This focus' its attention on customers particular interests.
Generate a news and events page
Keeping visitors informed of upcoming extreme sports events allows Mountain Dew to reinforce events that will feature their brands and ambassadors.
Allow customers to become a member and vote on online polls
Customers are able to log in and create a profile of their own. This increases interaction and the probability that the customer will repeatedly visit and inform other people about the Mountain Dew site.
Mobile edition of the Mountain Dew website
A mobile edition of the website allows customers to receive uploads of the Mountain Dew calendar on their mobile phones. It may expand to allow for video clips, photos and blog updates.
Internalise updates of the website
Marker's Content Management Engine was implemented to allow Mountain Dew and their agency to update and maintain the site. Ongoing updates to the site can be implemented quickly and easily.
