Are you ready for a Crane Fall and Rock Climb with Mountain Dew?

By Nandana Das , afaqs!, New Delhi | In Advertising | May 09, 2011
The aim of the activity is to engage youth in activities that would help them overcome their fear, and test their boundaries, eventually justifying Mountain Dew's positioning 'Darr Ke Aage Jeet Hai'.

Mountain Dew, the beverage from the PepsiCo stable has launched two related outdoor activities. Designed by Mudra Max, the activities have been given the names X-treme Fall - Crane, and X-treme Rock Climb -- Wall.

In the first activity, the participant is taken to a height of 50 metres from the ground in a Mountain Dew-branded crane. The participant then gives a go-ahead from above, following which he/she is dropped and ultimately lands on an inflatable.

The second activation involves participants climbing up a wall which is mounted on a canter.

This experiential marketing campaign seeks to reach out to the target audience comprising youngsters in the age bracket of 18-30 years. The aim of the activity is to engage the youth in an activity that helps them to overcome their fear, test their boundaries, and ultimately leads them to experience the core attributes of the brand, thus justifying the positioning of the brand, 'Darr Ke Aage Jeet Hai'.

Talking about the brief they got from PepsiCo, Sanjay Kacker, senior vice-president, Celsius, Mudra Max, says, "This outdoor campaign is an extension of the recently launched Mountain Dew TVC by Salman Khan. PepsiCo also wanted us to put forward the brand positioning 'Darr Ke Aage Jeet Hai'. Thus, we had to do something which would have created a buzz, keeping the 'Darr' (fear) factor in mind."

Kacker further adds, "The thrilling and adventurous campaign challenges the contestants to take the plunge, discover their threshold of fear, overcome it and ultimately emerge as winners."

Covering cities like Mumbai, Delhi, Lucknow, Kolkata and Chennai, X-treme Fall -- Crane activity involves getting a group of young people together at a venue and registering those who would like to live the experience before taking part in the daring activity. The contestants are also shown a demo video before the beginning of the task. After completing the activity successfully, the contestant is given a Mountain Dew stamped certificate with his or her picture on it.

The other campaign, X-treme Climb -- Wall campaign is happening in cities like Jalandhar, Ludhiana, Amristar, Gorakhpur, Kolkata, Jodhpur, Ahmedabad, Nagpur, Pune, Nasik, Coimbatore. On its successful completion, the contestant is given a Mountain Dew Dog tag, a merchandising item.

Talking more about the activity, Kacker adds, "The idea was developed and conceptualised to achieve a never-before brand experience for the consumers. The Mountain Dew X-treme Fall and Mountain Dew X-treme Climb are two properties that will always be remembered by the people who participated not just because it is something novel and not seen before, but it truly brings alive the feeling of 'Darr'."

The activity, which started last month, will continue for the next three months as it is peak summer season when cold drinks are most consumed.

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