15/02/2019

Mtn Dew, Dale Earnhardt & Chase Elliott Leverage Daytona 500 For Team Rubicon Cause Campaign

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.

 

 

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,

 

 

and the wider brand/non-profit alliance is also promoted across Team Rubicon’s platforms.

 

 

 

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

http://www.mountaindew.com/

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://teamrubiconusa.org/

https://twitter.com/teamrubicon

 



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