DEW UNDERGROUND
THE BRIEF Dial up Mountain Dews authenticity and presence during their own traveling action sports event - The Dew Tour.
THE CHALLENGE Bring consumers a one-of-a-kind experience that stands out among the other brands in ‘sponsor village’ (Nike, Toyota, WoodWard).
THE SOLUTION Mountain Dew has always been synonymous with action sports. With some of the biggest names in music, art, alternative sports in our crew, we wanted to develop an experiential footprint that gave each Dew Tour stop a taste of the latest and greatest in local culture. The Dew Underground was a one-stop-shop for attendees to catch the newest local flavor from their city. To amplify this platform further, we leveraged our partnership with Fuel TV to create a series that broadcast the best of each event stop.
