In 2011, the Mountain Dew Coolatta was promoted to entice Mountain Dew drinkers into Dunkin' stores. We were asked to create a unique, exciting social program, generating interest and engagement, with only a 30-day promotional window and no paid media support to drive awareness.
Real World Meets Social
My idea was to create a social game tied to something that happend in the real world. As ACD and copywriter for the project I worked with the team to figure out how, through a Facebook application, users could control what happened in a live, real-world environment as part of a daily game of chance. A frozen cup of Mountain Dew Coolatta was frozen in the center of a block of ice in the real world and through the app, fans would virtually control a real water gun to free the cup for a chance to win. The apparatus (gun, design, etc), app and streaming video was completely built in-house by Studiocom.
Play It Again
The program garnered over 130,000+ entries in the game, over 44 million Facebook impressions and 8 million PR impressions. Over 80% of users came back to play more than once. All of this was with only social, emails to the Dunkin' database, promotion on DunkinDonuts.com and PR efforts, including an exclusive with Mashable.com.
Awards & Recognition:
2011 MITX Finalist: Games & Branded Entertainment | 2011 MITX Finalist: Consumer Goods | 2011 Hatch Awards: Social Media | 2011 OMMA Awards Finalist: Contest/Promo/Sweeps
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