To inject a vital dose of authenticity into the Dew Tour in order to transform the brand, reengage young consumers, and build relevance amongst the key consumer group of 18-24 year olds.
Previous to 2016, the Dew Tour was an action sports competition circuit anchored by several televised events. Pepsico awarded TEN the opportunity to take over Dew Tour operations in 2016.
The objective was to re-imagine the brand and engage with the key consumer group of 18-24 year olds on the platforms they use most often.
A re-imagined brand strategy focused on creating and cultivating an engaged community of enthusiasts resulted in a 2286% YoY increase in social impressions, 172% YoY increase in Live stream views, and 73% YoY increase in attendance. By creating an “Always On” digital content strategy and making Dew Tour a fully realized brand versus an event series, television will become a marketing channel for the events themselves rather than the end product.
Completely re-imagine the Dew Tour brand/experience by reinventing the competition format, creating an “Always On” year-round multi-platform content strategy, promoted across owned and operated enthusiast-based media outlets, amplified through high levels of social engagement to create community and brand relevance to Mtn Dew’s key consumer group of 18-24 year olds. TEN recommended and delivered a completely new competition format, innovative course design and on site experience that includes music, art and technology, paired with an always on digitally lead and socially amplified content development and distribution strategy engaging the audience 24/7 365.