In a world where nobody has time for anything, Mountain Dew presents a "Mini Mini-Series" that you can watch in just two minutes.
Background:
Despite category headwinds, Mountain Dew has continued to grow by staying on top of the latest trends in culture and media behavior.
Today, people don't seem to have time for anything. Their attention spans are getting shorter and shorter. When they get a free second they're checking their phones to see what their friends are posting.
Mountain Dew wanted to create a content series that would be the kind of fun, entertaining content their fans demand, in the short span of their attention.
Target Market:
DEW identified millennial urban males as one of their growth targets.
The Idea:
A mini mini-series for the attention span of today's audience.
The series consists of eight quick and quick-witted fifteen-second episodes, starring a mini animated hero performing epic feats in the real, larger-than-life world around him.
What may seem like everyday objects are so much more to him. For example, where some see a toaster, he sees a launch pad that propels him to new heights whenever the bread's the right shade of brown.
This small hero of the small screen's creativity in the pursuit of adventure and fun brings to life the brand's rallying cry: DO THE DEW
Released across social platforms and promoted over the course of a week, consumers were enticed to "Watch all of season one in just two minutes!" on their mobile phone.
Campaign Volume:
Approximately $1MM total spend, focused on Digital Video (You Tube, Twitter, Facebook, Instagram) and augmented with TV during the MTV Video Music Awards.
Results:
The shorts were an instant hit, garnering amusement, bewilderment, love, shares and views across multiple channels, helping grow DEW's awareness, favorability, and online audience.
- 6.2 million total views (8/24-10/10)
- Creative performance rewarded with more efficient CPEs/CPVs
YouTube: $0.12 -> $0.08 (33% more views than projected)
Twitter: $1.52 -> $0.52 (64% more views than projected)
- Tens of thousands of likes, comments, mentions, and shares
- Campaign sentiment was 97% favorable.
- Campaign contributed to 30,000+ new subscribers / fans gained overall in less than three weeks of campaign launch
