Launched on 5 May, official Indy 500 sponsor Mountain Dew launched a combined campaign and sweepstakes called ‘Project Green Means Go’ to celebrate the 2021 Indianapolis 500 which is based around installing green flags with inspiring messages from residents throughout a city park.
The PepsiCo beverage brand’s ‘Project Green Means Go’ aims to drive race fans in Indianapolis to show their community spirit by submitting their messages (from 4 May) to a bespoke campaign microsite to have a chance to see it written on one of 500 flags the drinks company is planting during the race weekend in White River State Park.
Mountain Dew’s call for entries asks for messages (in 60 characters or less) that express love for Indianapolis, which explain how the city inspires them, which show pride for Indy Racing’s flagship Indy 500 (which will be held on 30 May) or which thank people who kept the city running during the pandemic.
The brand has pledged to donate $40 (up to a maximum donation of $20,000) for each of the 500 entries (from Indiana residents) to the ‘Gleaners Food Bank of Indiana’ to support frontline workers and fight hunger in needy communities.
The initiative is being promoted primarily through a digital first promotional campaign which runs across brand and race channels and is amplified by Mountain Dew race driver ambassadors including Marco Andretti.
Want to be part of #Indy500 weekend?
@MountainDew has launched Project #GreenMeansGo, an epic 500 flag installation at Celebration Plaza featuring fan messages!Visit https://t.co/TDkwB12Dsc to unlock a $40 donation up to $20K to @GleanersFBIndy. #Ad
Rules: IN res/18+ pic.twitter.com/xO8p3Bq1GS
— Indianapolis Motor Speedway (@IMS) May 4, 2021
Check it out Indiana. @MountainDew wants to put your name&message of hope on 1of500 flags to celebrate the #Indy500 AND give @GleanersFBIndy $40 for the 1st 500 fans that submit with Project #GreenMeansGo, up to $20k. Head to https://t.co/Rs6SqccpxB to learn more! pic.twitter.com/jIBodYLimr
— Marco Andretti (@MarcoAndretti) May 4, 2021
A further strand of ‘Project Green Means Go’ sees Mountain Dew run a race-related promotion in April and May which gives away Indy 500 themed merchandise to customers who scan codes on specially marked products. Fans can enter for a chance to win Race Day Starter Kits and a grand prize of branded merchandise by simply sharing a photo on social media along with the #MtnDewGreenMeansGo and #Sweepstakes hashtags.
Mountain Dew’s campaign has an inspiring message which it hopes will encourage participation as well as goodwill toward its brand.
This year sees the famous race return to its usual Memorial Weekend Sunday spot: although, again attendance will be capped to 40% of capacity due to the need for social distancing due to ongoing pandemic concerns.
Comment:
By encouraging and incentivising people to share their civic pride and show their appreciation for those who helped to sustain the city and support its citizens through the health crisis, Mountain Dew is positioning itself as a brand that gives back to communities.
This mixed digital and outdoor Indy 500 initiative marks a shift back towards out-of-home advertising after the platform took a major dive during the pandemic as lockdowns kept people indoors.
Outdoor site owners and all sports marketers will be delighted to see brands return to leveraging major motor racing and other sports events after last year’s pandemic disrupted sporting season which saw the Indy 500 itself delayed by three months as Covid-19 infections surged across the state.
Mountain dew is a long-time sponsor of motor racing in the USA spearheaded by several key Nascar partnerships with Dale Earnhardt and Chase Elliot and previous cause-led race activations include its 2019’s campaign with Team Rubicon, as well as 2018’s ‘Sling‘ and ‘Dewey Ryder‘ spoof activation.
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