To celebrate the launch of Xbox One, the most eagerly awaited entertainment product of 2013, leading soft drinks manufacturer Britvic Soft Drinks and PepsiCo UK, have announced a new partnership with Microsoft. Part of a heavyweight marketing investment for Mountain Dew, the activity will see the brand run an exciting on-pack promotion across the entire portfolio, as well as reintroducing the limited edition Game Fuel variant.
The promotion will offer consumers the chance to get their hands on an Xbox One console and will be supported by a cutting edge TTL campaign including PR, digital and experiential activity. Building on the success of last year’s partnership, which supported the launch of Halo 4 for Xbox 360, the activity has been created to drive further awareness of Mountain Dew amongst 16-24 year old males and reinforce the brand’s ties with the wider gaming community.
Back by popular demand, Mountain Dew Game Fuel will be available in 500ml and 1L PET bottles. Available for a limited time only, the citrus and raspberry flavoured drink offers consumers the ultimate drink to enjoy during their gaming sessions and joins the Mountain Dew range as part of the on-pack promotion.
The chance to win the ultimate entertainment system
Running for ten weeks from 30th September, the on-pack promotion will give consumers the chance to win a new Xbox One, plus two games, every day. In addition, £50 Vouchers to spend at Microsoft online stores are also up for grabs and will be offered each hour. Available on 500ml PET bottles of Mountain Dew Original, Sugar Free and Game Fuel, as well as 1L bottles of Mountain Dew Original and Game Fuel, the promotion will direct consumers online where they will be able to enter their unique code located on the reverse of the bottle label to find out if they have won.
Xbox One is the successor to the Xbox 360 console, which has sold more than 76 million globally . Xbox One is a highly anticipated all-in-one gaming and entertainment system, putting the user at the centre of all their games, TV, movies, music, sports and Skype.
Boosting sales with a bigger and bolder campaign
Jonathan Gatward, Marketing Director at Britvic UK, comments, “We’re thrilled to be the only soft drinks partner on board for the eagerly anticipated launch of the Xbox One. This is Mountain Dew’s second link up with Xbox and we’re confident the bigger and bolder campaign will strengthen the brand’s relevancy amongst gamers. Last year the activity saw a 27% increase in brand distribution, bringing over 400,000 new consumers to the Mountain Dew trademark and we have no doubt that this year will generate even greater levels of success.
“With brand fans calling for Mountain Dew Game Fuel to be brought back, the reintroduction of the limited edition is set to excite fans and drive purchase. Coupled with the on-pack promotion, which offers consumers the chance to get their hands on the decade’s most exciting new entertainment console, the activity is set to stimulate awareness and prompt purchase. Retailers should stock up and utilise the new POS to take full advantage of the huge appeal this promotion is set to generate.”
Raising awareness with an integrated campaign
As well as PR, digital and social media activity, the brand will also be targeting consumers via sampling and innovative experiential activity. Giving shoppers even more opportunities to win, the brand will be running a nationwide digital scavenger hunt. Driving brand engagement the activity will call upon fans to tweet about Mountain Dew in order to reveal the hidden location of an Xbox One and other gaming prizes.
Driving visibility and prompting purchase, Mountain Dew will also be providing retailers with a range of eye-catching POS and new display solutions. Making sure the promotion is unmissable the POS includes dump bins, shelf-barkers, posters and branded in-chiller solutions.
The taste of awesome
The Mountain Dew range includes Mountain Dew Original, Mountain Dew Sugar Free and the limited edition, Mountain Dew Game Fuel. This year the brand has benefited from significant investment designed to increase awareness and drive growth, including the first-ever TV ad campaign in the UK. Stock up on the full range to offer your customers the awesome taste of Mountain Dew.