Malaysian Media Awards Winners Showcase





2017 | |

Mountain Dew Climbs Into Gamers’ Minds

Advertiser: PepsiCo Malaysia Sdn Bhd
Brand: Mountain Dew
Creative Agency: -
Credits: -

The Challenge
Non-colas are gaining popularity amongst Malaysian consumers. However, MountainDew has been unable to cash-in on category growth within this highly competitive category. Over the years, MountainDew has lost relevance with Malaysian consumers and struggles to remain top of mind with its target, resulting in a drop in brand power. How can MountainDew climb to the top of Malaysian minds, maintain market share and increase brand relevance?

Insight, Strategy and the Idea
Researching the interests of our target audience, we found that gaming in Malaysia has grown 200% in the last 5 years and is forecasted to grow by another 100% in the next 5 years. 1 out of 3 gamers consume MountainDew regularly, showcasing tremendous growth potential for the brand in this niche. Research also shows strong signs for e-gaming to grow as a spectator sport. With this identified potential in gaming, MountainDew made e-gaming the campaign strategy.

Media Execution
MountainDew saw the opportunity to build brand affinity within the growing gamer community by positioning itself as the enabler that elevates one’s gaming experience. MountainDew organized “DewChallenge”, an on-ground event targeting gamers consisting of two pillars: 1) The Dota 2 tournament that was amplified via Astro’s new e-gaming channel, eGG 2) Mobile app augmented reality challenge We rallied participation and awareness through: 1) Online banner and video ads targeting online gamers and mobile phone gamers, leading those who click on it to the DewChallenge website to register for the challenge. 2) Branded site takeover on sites and apps heavily visited by online gamers and mobile app gamers 3) Pillar wraps and TV standees inside public and private universities across several states 4) Outdoor digital boards with the website link to register for DewChallenge located strategically within the vicinity of colleges and universities that target the gamer demographics 5) Social influencers who are gamers themselves shout out about DewChallenge Then, MountainDew took gaming to a whole new level by creating Malaysian TV history with eGG, being the first locally produced on-ground e-gaming event that was broadcasted live for two days. MountainDew amplified the campaign with eGG by: 1) Owning the channel through branded content capsules with their hosts and casters 2) Brand mention and product integration in eGG’s magazine shows. 3) eGG hosts creating different call to action promos that raise anticipation and hype for “DewChallenge’s” state tournaments and on-ground finale. 4) Event coverage of state tournaments and on-ground live events, including eGG hosts interviewing finalists from each state. 5) eGG Casters did live commentaries of the online Dota2 game.

Results and Effectiveness
Online registrations for the regional “Dew Dota 2 Challenge” filled up within a week, much earlier than expected! The live finale broadcast garnered the highest reach on eGG on the day, beating all other programs including the Boston Major, which is a popular international event. “DewChallenge” campaign resonated well with gamers, creating positive sentiments from finalists and audience. Participants expressed their interests and eagerness to participate in next year’s DewChallenge, showcasing that MountainDew successfully increased their brand relevance with its target.