MTN DEW: DEWSHINE

MTN DEW is all about bringing a good time — but winter’s hard to celebrate when there’s no snow. With snowfall down over the past few years, we decided not to take any chances. We enlisted the MTN DEW Yeti, a character we developed, and created a day to honor the snow gods with one massive snow dance. It helped that the Yeti’s friends included Jules Marino, Reg Gerard, Big Boi, and Gramatik — and that it actually snowed at sunset over a max-capacity concert.

Results: The event had over 6,000 concert fans in attendance for the concert. 21,130 on-mountain engagements throughout the day. 11MM+ radio and OOH impressions. 29MM+ social media impressions. 67MM+ earned media impressions. It also won an EX Award for Best Millennial Campaign.