Dive Brief:

• Mtn Dew is celebrating this year's Indianapolis 500 by installing green flags with inspiring messages from residents throughout a city park. The PepsiCo beverage brand's "Project Green Means Go" is asking race fans in Indianapolis to show their community pride by submitting their messages to a microsite for a chance to see them emblazoned on one of 500 flags during the weekend of the race, per an announcement.
• Mtn Dew is looking for messages that express love for Indianapolis, explain how the city inspired them, show pride for the Indy 500 or thank people who kept the city running during the pandemic. Mtn Dew will donate $40 for each of the 500 entries to the Gleaners Food Bank of Indiana to support frontline workers and fight hunger in needy communities.
• In addition to "Project Green Means Go," Mtn Dew is running a promotion this month to give away racing-themed merchandise to customers who scan codes on specially marked products. Fans can enter for a chance to win the grand prize of branded merchandise by sharing a photo on social media with the #MtnDewGreenMeansGo and #Sweepstakes hashtags.

Dive Insight:

Mtn Dew's "Project Green Means Go" campaign and online sweepstakes are another sign that brands are returning to promotional tie-ins with major sporting events after the pandemic disrupted many of those efforts. The Indy 500 last year was delayed by three months as COVID-19 infections surged, forcing sports leagues to suspend their seasons and limit fan attendance when events resume. This year's race returns to the Sunday of Memorial Day weekend, though attendance will be capped at 40% amid ongoing concerns about the pandemic.

Mtn Dew's campaign also has an inspiring message that should help to encourage good will toward its brand. By urging people to share their civic pride and appreciation for people who helped to sustain the city during the health crisis, Mtn Dew is positioning itself as a brand that gives back to communities. With studies indicating consumers tend to favor brands that show how they're supporting others during the pandemic, Mtn Dew is more likely to ingratiate itself with Indianapolis residents.

Mtn Dew's campaign for the Indy 500 also marks a shift toward out-of-home (OOH) advertising that had been dormant as pandemic lockdowns kept people indoors and disrupted daily routines like commuting to work or attending school in person. Many of the brand's more recent campaigns have tended to focus on digital channels to reach consumers who have spent more time on social media or playing video games while stuck at home.

As people grew more nostalgic for the pre-pandemic lives, Mtn Dew created a "lost episode" of "The Joy of Painting," the instructional show hosted by the late landscape painter Bob Ross, to reach YouTube viewers. In December, Mtn Dew collaborated with pizza chain Papa John's to sponsor the "Power Up, Play On!," a livestreamed video game contest to capture the attention of younger consumers.