- Mountain Dew is claiming Mountain Time as its “official, unofficial” time zone and rewarding fans who live there or even pass through it, accordingly.
- Through the end of the year, the brand will give pre-registered consumers a free Mountain Dew just for going into the time zone. The brand is also offering to cover the moving costs of five consumers who are relocating to the area.
- The push will be supported by a paid social and out-of-home campaign where anyone who crosses into the Mountain Time Zone will be welcomed by Mountain Dew and the brand’s new spokescharacter, “The Mountain Dude,” via billboards on the border of the time zone and in airports in Mountain Time Zone states.
“With the great outdoors at the core of everything we do, we want to encourage everyone to embrace the Mountain Time mindset by giving away free Mountain Dew to anyone who crosses into the Mountain Time Zone,” said JP Bittencourt, vice president of marketing at Mountain Dew, in a statement. “Additionally, we want to reward those who take the leap and move to the happiest time zone in the country with their friends by paying for their move.”
The brand will reward consumers who have pre-registered at WelcometoMTNTime.com. They can then revisit the site once inside the Mountain Time Zone to redeem free Mountain Dew. Beyond that promo, the brand will reward five people who are moving to the Mountain Time Zone by reimbursing their moving fees (up to $10,000) and rewarding them with free Mountain Dew for a year and a Mountain Dew Outdoor Gear welcome package. To enter the latter contest, consumers should create a TikTok video sharing why they want to move the Mountain Time Zone and how they plan to enjoy the outdoors when they get there. The videos also need to have the hashtags #MountainDewHauls and #contest.
Mountain Dew recently launched a new marketing campaign that reclaimed its decades-old tagline, “Do the Dew” and introduced a new spokescharacter, “The Mountain Dude.” Through the campaign, the character bursts into homes and encourages people who are lazing about interacting with screens to go outside and enjoy time outdoors with friends while enjoying Mountain Dew.
