GREEN LABEL ART PRODUCT SEEDING

To build buzz around Mountain Dew’s Green Label Art Series, Fuse created a plan to seed the product among media and key influencers.

The launch of the series was held at the Winter X Games in Aspen. Leading up to the event, Fuse conducted outreach to lifestyle and action sports media to generate coverage. Each athlete, artist and Pepsi corporate spokesperson was media trained prior to all interviews. An extensive list was created to send the bottle series to media and key influencers after the X Games.

More than 20 reporters attended the launch event including key targets. The event and bottle launch was covered in Snowboarder Magazine, Snowboard, Transworld Snowboarding, Fuel TV, Lat34, Future Snowboarding, ESPN The Magazine, EXPN.com, Frank151, All-Access ESPN, N’EAST, and Aspen Daily News with more than 20 million media impressions. After the launch, an extensive list of media and influencers received the entire Green Label Art Series resulting in additional coverage.


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