Mtn Dew encourages consumers to head outdoors with new sweepstakes

Dive Brief:

PepsiCo's Mountain Dew brand debuted a new campaign and sweepstakes on Aug. 17 that calls on consumers to share their favorite photos of their outdoor adventures, according to a press release.
To participate in the "Claim the Outdoors" contest, consumers can scan a QR code at retail or visit DewClaimTheOutdoors.com then share a picture or video of themselves illustrating how they #ClaimtheOutdoors.
Prizes include a hike for two in the Grand Canyon, a fishing excursion with professional bass angler Gerald Swindle, tickets to a race with race car driver Chase Elliott, outdoor gear and a new 2021 Ford Bronco.

Dive Insight:

Mountain Dew surveyed its customers and found that many who have been spending more time indoors this summer are yearning to engage in activities like motorsports, hiking, fishing and biking. The brand's new sweepstakes is designed to help customers safely enjoy their favorite outdoor activities.

"Claim the Outdoors" is Mountain Dew's second sweepstakes that connects the brand to outdoor adventure this summer. Last month, the brand ran a similar campaign that promoted consumers in the Midwest to go hunting and fishing. Through the "Out Here. It's DEW" effort, the brand created a $100,000 Mtn Dew Outdoor Stimulus program to pay for 2020 hunting and fishing permits in the heartland, a region with strong sales of the soda.

The effort, which gave $20 to each household to cover the costs of these permits was a nod to stimulus programs run by the U.S. government that are designed to help small businesses stay afloat during an economic downturn.

The focus on positioning Mountain Dew as a brand for outdoor activities comes as road trips, camping and outdoor activities have become more popular during the pandemic year as many consumers remain concerned about air travel and sleeping in hotels.

Mountain Dew is encouraging consumers to get out of their homes, where many have been staying put because of the COVID-19 pandemic, reflecting how marketers need to pinpoint how their target audiences are evolving during the health crisis and cater messaging that reflects brand values while meeting consumer needs.