We all know that people like to get something for free, they love to win (sweepstakes, games or contests), and they really connect with brands that can bring them a unique, relevant experience. It works with all target audiences – little kids want to have a private concert with NSYNC (I did that for Nabisco 10+ years ago), bigger kids want to play golf with Tiger Woods, parents want to take the their kids for a private shopping hour at FAO Schwarz … and on it goes. But wrap it all together, and you get the recent Mountain Dew Modern Warfare 3 Promotion.
For “Gamers”, Mountain Dew’s target, specially marked packages had special caps that gave them extra ‘play time’ on the video game’s online play. Then to top it off, a sweepstakes awarded one lucky winner the ability to play the game – with 3 friends – on the biggest screen in North America, the 150’ wide x 72’ tall screen in Dallas Stadium! And if that weren’t enough, a private stadium tour and entertainment by the Dallas Cowboy Cheerleaders made it even more special.
You know what they say – Everything is Bigger in Texas!