Dive Brief:
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PepsiCo's Mountain Dew brand debuted a new campaign and sweepstakes on July 15 to support consumers embracing the great outdoors called "Out Here. It's DEW," according to a press release.
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A $100,000 Mtn Dew Outdoor Stimulus program will pay for 2020 hunting and fishing permits in the heartland, a term usually used to refer to the region of the U.S. that encompasses Midwestern states. The program will reimburse one permit per household up to $20 in total via Venmo or check.
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Interested consumers must apply at DewOutdoors.com/Stimulus by submitting photos of their fishing and/or hunting permits from last year. The first 5,000 people to apply will be eligible for the prize.
Dive Insight:
The heartland was referred to as "The Mountain Dew Belt" in a 2015 article on Huffington Post because of how sales of the drink in the region dwarf any other area of the country. It's a quality the beverage marketer is clearly keying into with a targeted giveaway that puts $20 in the hands of fishing and hunting fans in the Midwest.
The campaign comes as road trips, camping and outdoor activities have become more popular this year, since many consumers remain concerned about flying and staying in hotels amid the coronavirus pandemic. With hunting and fishing season in full swing in many parts of the Midwest, Mountain Dew is hoping to engage consumers frequenting the lakes and rivers in the region.
The effort also nods to stimulus programs run by the U.S. government that are designed to help small businesses stay afloat during an economic downturn. The pandemic has resulted in several stimulus packages that other marketers are riffing on in their campaigns.
Kraft Heinz lemonade brand Country Time last week revealed The Littlest Bailout Relief Fund, which will send stimulus checks to kids that had to close their lemonade stands due to the pandemic. Consumers can enter their kids' businesses to receive a $100 bailout, and payments will be chosen at random.
Other Mountain Dew campaign have integrated an element of localization. Last year, the marketer rolled out limited-edition bottles that featured artwork emblematic of every state. The company gave way $100 prepaid gift cards to customers who collected all 50 bottles. To support the "DewNited States" campaign, the brand created more than 450 unique creative assets specific to each state, including video content, digital and social ads and localized DewNited States Snapchat filters.
