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.