CHALLENGE

The MTN DEW® brand was looking to build on the success of last year’s highly effective DEWnited promotion. Similar to last year, the 2020’s promotion’s purpose is to drive sales, while encouraging consumer engagement and increasing brand awareness. Once the promotion’s purpose was IDENTIFIED, the MRi team got to work developing a solution that would continue to strengthen the on-going bond the brand has with its many loyal users and make this year’s program an even bigger success!

CHALLENGE

The MTN DEW® brand was looking to build on the success of last year’s highly effective DEWnited promotion. Similar to last year, the 2020’s promotion’s purpose is to drive sales, while encouraging consumer engagement and increasing brand awareness. Once the promotion’s purpose was IDENTIFIED, the MRi team got to work developing a solution that would continue to strengthen the on-going bond the brand has with its many loyal users and make this year’s program an even bigger success!

SOLUTION

Having worked with MTN DEW® on DEWnited States 2019, in addition to multiple years of partnering with the brand on other promotions, MRi’s experts were able to use their insights and strategy to help put together this year’s program. MRi knows from past promotions that grand prize sweepstakes perform well with DEW® fans, and would be the perfect layered element to push this promotion over the top and give some added incentive in contrast to last year’s program.

 

This year, Dew® Nation can participate by collecting each of the 50 custom-designed state inspired labels found on specially-marked 20oz and 24oz Dew® products. Users can enter the unique code found under the cap and upload a picture of the state label to verify their purchase and add to their collection. Fans who collect all 50 state labels will be awarded with a $100 prepaid Visa gift card and a chance to win $1 Million with each label uploaded. As always, MRi’s proprietary unique code system ensures each purchase is easily validated when entered by the user and offers the MTN DEW® brand added back-end security and data.

SOLUTION

Having worked with MTN DEW® on DEWnited States 2019, in addition to multiple years of partnering with the brand on other promotions, MRi’s experts were able to use their insights and strategy to help put together this year’s program. MRi knows from past promotions that grand prize sweepstakes perform well with DEW® fans, and would be the perfect layered element to push this promotion over the top and give some added incentive in contrast to last year’s program.

 

This year, Dew® Nation can participate by collecting each of the 50 custom-designed state inspired labels found on specially-marked 20oz and 24oz Dew® products. Users can enter the unique code found under the cap and upload a picture of the state label to verify their purchase and add to their collection. Fans who collect all 50 state labels will be awarded with a $100 prepaid Visa gift card and a chance to win $1 Million with each label uploaded. As always, MRi’s proprietary unique code system ensures each purchase is easily validated when entered by the user and offers the MTN DEW® brand added back-end security and data.

RESULTS

This program is currently in-market. Please visit Dewnited.com to see the program for yourself!

 

The 2020 program looks to beat the amazing results from the 2019 program! Last summer DEWnited caught the attention of many excited Dew® fans, with 1.1 million unique users visiting the site, and 3.2 million total site visits. In addition, the collectable labels were a major success as the promotion saw a staggering 180 Thousand registered users enter a combined total of 2.5 Million codes.

 

Last year’s DEWnited successfully met the challenges faced by the MTN DEW® brand. Dew® fans from around the nation celebrated their state pride with the creative custom designed state labels, and excited customers shared their love of MTN DEW® on social media. Throughout the entire campaign, the Dew® brand had access to all data in real-time with MRi’s reporting dashboard. With last year’s data, plus insights from the MRi team, the Dew® brand was well equipped to create an even more successful DEWnited promotion this summer!