There may not be a better example than Mountain Dew and the Dew Tour.
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Mountain Dew, a brand of PepsiCo, said Friday its relationship with the rapper would end.
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Mountain Dew also pushed the marketing boundaries of interactive entertainment with its Mega Fan Experience contest.
Much like the special MW3 Mountain Dew cans, Brisk will feature Star Wars characters on packaging.
PepsiCo offers a variety of drinks in all those categories, including Tropicana juice, Mountain Dew and Aquafina.
Taco Bell also works with PepsiCo to offer unique soft drinks, such as Mountain Dew Baja Blast.
Competitive thrill seekers aren't all 20-something Mountain Dew-chugging climbers, jumpers and extreme skateboarders.
This actually reminds me a lot of our original Mountain Dew Dewmocracy campaign.
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In the past big brands like Mountain Dew partnered with Microsoft to give away an Xbox 360 every 10 minutes at launch.
The Mountain Dew commercials' brand of frat-boy physical humor isn't everyone's thing.
Mountain Dew has connected with gamers in a way never before tried.
Lowden said Kickstart was developed independently from a Taco Bell breakfast drink introduced last year that combines Mountain Dew and orange juice.
On a recent day, he had his cellphone and a bottle of Mountain Dew with him, but he made no notes or recordings.
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Even in the flagging soda biz, Mountain Dew Code Red (sales surged 232% in January and February) and Diet Sierra Mist (ahead 50%) are winners.
Pepsi-owned Mountain Dew has been an X sponsor from the start.
Gradually, beginning in the 1960s, it bought and merged its way to new drinks and snacks, from Frito-Lay and Mountain Dew to Rold Gold and Gatorade.
With its Mountain Dew Call of Duty: Modern Warfare 3 Double XP promotion now concluded, the drink maker has kicked off another videogame promotion with its Brisk Iced Tea.
Hungry contestants were rewarded with Doritos and Mountain Dew.
The soft drink maker partnered with Activision to deliver gamers Double XP to Call of Duty: Modern Warfare 3 players through specially marked bottles of Mountain Dew beverages throughout the launch window.
Hundreds of companies have endorsed action sports stars and even more have featured action sports in their advertisements, but few will ever achieve the sort of success that Mountain Dew has with the Dew Tour.
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When Geoff Keighley is sitting on set as the fourth pillar of a Mountain Dew, Doritos and Halo 4 advertisement, it seems justified for gamers to decry the image as everything wrong with professional gaming coverage.
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PepsiCo Inc. is rolling out a new drink called Kickstart this month that has Mountain Dew flavor but is made with 5 percent juice and Vitamins B and C, along with an extra jolt of caffeine.
Ken Strnad, marketing director, Mountain Dew, talks about how the company is targeting gamers and explains why these Call of Duty promotions are just the beginning of what the company has in store in this exclusive interview.
Mountain Dew uses them, so does The Home Depot, and Virgin Mobile USA. We wanted to dive in and discover for ourselves how these communities worked, and better, how they can work for you.
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Simon Lowden, chief marketing officer for PepsiCo's Americas beverages, says the idea for Kickstart came about after the company learned through consumer research that Mountain Dew fans were looking for an alternative to traditional morning drinks such as coffee, tea and juice.
Sierra Mist, a new caffeine-free lemon-lime soda that competes with Coca-Cola's Sprite and Cadbury Schweppes' 7up, doesn't exactly make soda into a nutritional beverage, but it blunts one long-standing criticism of Mountain Dew and cola drinks: that they use caffeine as a hook.
Pepsi-Cola's Mountain Dew, another soda pop for teenagers, reaches out to what it calls "Dew Dudes"and "Dew Dudettes" by helping to sponsor ESPN's X Games and such grass-roots events as the Vans Warped Tour, a music festival complete with skate ramps, where teens can strut their stuff.
Now they may do it very indirectly by hiring an advisor who allocates funds to many different money managers who invest in companies like CVS, where managers decide whether they should have a store every quarter mile or so or that maybe people can make it an extra mile or two to fill their prescription or buy a bottle of Mountain Dew.
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But while the crime-themed adventure game "Grand Theft Auto IV" will rake in big bucks this year from players with the time for hours-long, Mountain-Dew-fueled sessions, stealing cars and assassinating gang rivals is not for everyone.
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