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2013 Mountain Dew Kickstart Multi-faceted Mobile Product Launch

2013 Mountain Dew Kickstart Multi-faceted Mobile Product Launch. Kickstart - A morning energy solution. Millennials need a morning pick-me-up, yet aren’t drinking coffee or juice. Mobile’s Role Within the Morning Routine. Wake Up Mobile alarm clock (native function or 3 rd party app)

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2013 Mountain Dew Kickstart Multi-faceted Mobile Product Launch

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  1. 2013 Mountain Dew KickstartMulti-faceted Mobile Product Launch

  2. Kickstart - A morning energy solution Millennials need a morning pick-me-up, yet aren’t drinking coffee or juice

  3. Mobile’s Role Within the Morning Routine Wake Up Mobile alarm clock (native function or 3rd party app) Checks for messages Day Preparation Catches up on news (sports/entertainment) Quick video snacking Checks preferred social networks Commute Listens to music Mobile gaming News consumptions (Sports/entertainment) Settling in News consumptions (Sports/entertainment) Checks social networks Video Snacking Music Streaming

  4. Digital Usage Throughout Target’s Day Early Morning Evening Morning Afternoon

  5. Strategy Drive awareness and trial through careful message placement throughout target’s morning routine Consideration of device behavior in morning vs. evening: Day-part Targeting • Evening = flexible behavior • Rich Media • Search/Social • Couponing • Morning = rigid behavior • Video • Content Integrations Data layering to reach secondary Hispanic target

  6. InteractiveIn-Stream Video • Tactics Utilized: • Day-Part Targeting – Morning (focus on content such as News and Music) and Evening (focus on more Entertainment content) • Contextual and Data Targeting to reach Men 18-34 and Hispanics • Results: • Day-Part Targeting as a tactic demonstrated completion rates over 90%, well surpassing Rhythm’s 80% benchmark • Layering on additional targeting, such as Demo and/or Hispanic Targeting resulted in significant increases to interaction rate – ranging between 6-8%

  7. Rhythm-built custom Rich Media Execution • Tactics Utilized: • Day-Part Targeting – Morning (focus on content such as News and Music) and Evening (focus on more Entertainment content) • Contextual and Data Targeting to reach Men 18-34 and Hispanics • Results: • Expansion rates between 51% and 64% for Rich Media Banner – with data targeted banners demonstrating higher results • Post Expansion Interaction rates between 3% and 7%, with contextual alignment demonstrating higher results

  8. Retail Promotion – Mobile Couponing Strategy: • Leverage Apple’s Passbook app for seamless coupon distribution and redemption at Retail partner locations • Geo-fencing around Retail locations Step 2: User receives coupon offer Step 3: Users clicks “add” to save to Passbook Step 1: Consumer clicks banner

  9. Mobile Gaming – Real Racing 3 Integration Kickstart Commuter Dash • Overview: • Kickstart branded track & car integrated into first game update • Users received extra fame points for completed race between 7-10am • Branded video and interstitial placements • Results: • 2.1MM races completed by 1.2MM individuals (81% between 7-10am) • 100,000+ people purchased the KickstartCar • Post race and pause screen media generated 3MM + Clicks to mobile/tablet site • 344K Video Views – 87% Completion Rate

  10. The most successful CSD innovation of the past decade • What’s Next? • Evening Product Extension • Mobile at the center of the brand’s marketing strategy

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