Mountain Dew unveiled a multi-pronged ‘The Game Beyond The Game’ initiative at the All-Star Weekend leveraging its NBA sponsorship across courtside, experiential work and branded events, TV and OOH ads, digital, social and mobile platforms.
The PepsiCo drinks brand teamed up with several celebrities – both NBA players and other entertainment stars – for a series of initiatives spanning traditional advertising, digital video and social media and a mobile-optimised web hub.
A flagship TV commercial fronts the brand’s new ‘Dont Do They’ tagline kicked off the adveritising phase of the campaign.
This ‘Don’t Do They, Do You’ 30-second spot features All-Star Russell Westbrook and is built around the idea that the star didn’t get where he is today by following the crowd, but by following his own path.
Running from mid February and debuting during All-Star Weekend, the ad ‘s copy includes the lines ‘They say you shouldn’t play a certain way, dress a certain way and act a certain way. They say a lot of things. Russell Westbrook doesn’t care what They say. Neither should you’.
Other elements of the more traditional advertising activity saw Mountain Dew have a strong OOH presence in New Orleans: including placements throughout the city centre, at New Orleans airport and across the French Quarter, as well as a mobile bus wrapped in #DewXNBA branding and featuring the brand’s four main endorsers participating in the All-Star Game (Westbrook, Kyrie Irving, Giannis Antetokounmpo, and Isaiah Thomas).
While on the experiential and physical front, the initiative revolved around the brand-built Mountain Dew ‘Courtside Project HQ’ at the New Orleans Board Of Trade Building on Magazine Street and open to the public on both Saturday and Sunday (see http://www.mountaindew.com/nba/courtsidehq/).
A celebration of hoops culture that spanned sport, music, art and culture (and merchandise) with live music (from Joey Bada$$, viewing parties and guest appearances by star baller ambassadors, DJs, musicians, artists and, of course, plenty of fans and competition winners.
We're celebrating hoops culture at Courtside HQ this weekend in NOLA!
Follow us on IG & Snapchat for @NBAAllStar 2017 action! #DEWxNBA pic.twitter.com/oNegZDB7ad
— Mountain Dew® (@MountainDew) February 16, 2017
NBA Players✅
Trendsetters✅
YOU✅We're celebrating hoops culture in a new and unprecedented way. Introducing The Courtside Project. #DEWxNBA pic.twitter.com/b236G6K5eC
— Mountain Dew® (@MountainDew) February 13, 2017
DEW + @joeybadass =
We’re kicking off The Courtside Project with the newest addition to our team. Stay tuned. pic.twitter.com/AaXufU715w
— Mountain Dew® (@MountainDew) February 16, 2017
Mountain Dew also hosted the ‘Dew NBA 3x All-Star Edition’ at Champions Square where Team Russ and Team Kyrie went head-to-head (along with other NBA talent including Jason Williams and Baron Davis with mentor/commentators Shaquille O’Neal and Dennis Scott.
This event was aired on NBA All-Star Weekend broadcaster TNT on Saturday, 18 February 6pm.
‘Spanning Turner Sports’ footprint across television, digital, social and on-site at All-Star Weekend, Dew NBA 3X exposes fans to some of the best amateur basketball athletes in the country alongside the NBA’s best from past and present,’ adds Turner Sports EVP of sales and property sponsorships Will Funk.
‘This is a perfect example of a true partnership that dives deep into basketball sports culture and uniquely engages those fans across all platforms.’
Westbrook and the brand’s other endorsers also spearheaded the brand’s work across its social channels
.@russwest44 on #DEWxNBA pic.twitter.com/aBUoWccPZO
— Mountain Dew® (@MountainDew) February 20, 2017
.@russwest44 doesn’t do They. Neither should you. #DEWxNBA pic.twitter.com/F5UHCk63xv
— Mountain Dew® (@MountainDew) February 17, 2017
Current Mood #DEWxNBA pic.twitter.com/sMcLYjflXD
— Mountain Dew® (@MountainDew) February 20, 2017
Go get it tonight @Isaiah_Thomas! #DEWxNBA pic.twitter.com/on7W2aNLzI
— Mountain Dew® (@MountainDew) February 19, 2017
And was supported by a celebratory series primarily ran across social videos and mobile-optimized web content and offered fans multiple chances to win in-person prizes.
The activation also featured a mobile contest to attend the filming of a Joey Bada$$ music video by Joey as well as a branded fashion line from designer Don C.
‘Growing up in Chicago, idolizing the greats from the game, the NBA has always been a source of style inspiration for me – from my first pair of sneakers to seeing the players walk down the tunnel on game days,’ said Don C.
‘With this collection, I am excited to creatively expand on the ever present inspiration of the players, style icons and fans through my designs.’
These various digital and social strands are linked by the hahstag #DewXNBA
Activative Comment:
The annual NBA All-Star game is a much-talked about celebratory property that not only focuses on delivering a multi-strand ‘spectacle’, but also offers opportunities for brands to leverage the increased attention on the NBA, the sport and its stars.
Mountain Dew is certainly one brand aiming to maximise this opportunity.
This multi-pronged event activation approach shows just how sponsors need to take a comprehensive leverage approach to maximising the value of their properties.
Rather than focusing all of its effort and budget on a single phase, this modular approach aims to connect with various consumer segments and fan groups throughout the event – both in-person and at-home.
Indeed, this multi-pronged All-Star approach sees Mountain Dew effectively double down on its positioning as a sports-associated brand.
It is using sports as a primarily route that then links into other entertainment properties and associated social and sharing events,
This strategy has primarily focused on using innovative digital and mobile techniques to establish its positioning and spread its messaging.
‘Basketball’s influence extends beyond the sport into music, style, art and more. It’s the ‘game beyond the game’ and what we are celebrating through The Courtside Project in New Orleans and throughout the rest of the season,’ outlines Mountain Dew senior marketing director Ryan Collis.
Links:
Mountain Dew
http://www.mountaindew.com/nba/courtsidehq/
https://www.youtube.com/user/MountainDew
https://www.Twitter.com/MountainDew
http://instagram.com/mountaindew/
https://www.Vine.co/MountainDew
https://www.Facebook.com/MountainDew
Snapchat username: MountainDew
NBA
https://www.allstarweekendneworleans2017.com/
