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 with the objective of completely re-imagining the brand and creating a 360° media property that engages the key consumer group of 18-34 year olds across platform, 365 days a year.
Following the success of Dew Tour’s Summer event — held in Long Beach, California — the bar was set high and unpredictable weather conditions added to the complexity of the Winter event’s execution.
* Event Attendance: 35,218
* Livestream Minutes Watched: +61% YoY
* Livestream Unique Views: +1786% YoY
* Social Media Impressions: +379% YoY
* PR Impressions: 423M+
* Television Ratings: +86% YoY
Just as with Dew Tour’s Summer event, TEN reinvented the competition format and created an “Always On” year-round multi-platform content strategy. This was promoted across enthusiast-based media outlets and amplified through high levels of social engagement to create community and brand relevance to Mtn Dew’s key consumer.
In addition, TEN worked with endemic and non-endemic partners ranging from Toyota, Motorola, U.S. Army, Verizon, and Ubisoft to name a few. Sponsorship packages ranged from onsite activations to custom video content, such as Beyond The Bib, Presented by Toyota — which has received over 3.6M Video Views and 12.3M+ Social Media Impressions to date.
Watch the full custom video series (left) or for more complete results, watch the full case study video (above).