Mountain Dew Trends & Insights - January 2010
January 30th, 2010 by fuse
Alien Workshop Skateboards and Andy Warhol Collaboration – Lat34.com
Alien Workshop Skateboards has collaborated with The Andy Warhol Foundation to introduce a limited-edition series of skateboards. As the preeminent American artist of the 20th Century, Andy Warhol challenged the world to see art differently. This distinctive project presents a new approach to skateboard/artist collaborations by pairing unique examples of Warhol’s groundbreaking artwork with each of the ten iconoclast pro riders sponsored by Alien Workshop. “We are delighted to see Andy Warhol’s non-conformist spirit embraced by the talented and creative team at Alien Workshop. These pro decks are a testament to the profound influence Warhol continues to have on our culture,” said Michael Hermann, Director of Licensing at The Andy Warhol Foundation. Featuring five pro decks with works from Warhol’s Death & Disaster Series and five pro decks showcasing his iconic Pop works, the complete set is shipped in custom printed board box packaging inspired by Warhol’s box sculptures from the 1960’s. P.O.P. will also be included with the first delivery of the ten packs for in store support and in celebration of this collaboration.
Importance to Mountain Dew:
Another great example of the interconnectedness between the art world and the world of skateboarding. By collaborating with an iconic artist such as Warhol, Alien Workshop has created a series of skateboards which will become highly sought after collectors’ items. Similar to Mountain Dew’s artist collaboration to create the Green Label Can series, Dew should create an artist collab skateboard for Paul, or for promotion at Dew Tour. Not only with these collabs produce limited edition pieces, but their creation will generate compelling content.
The Best Line in New York City Contest – Lat34.com
NYSkateboarding.com has created a cool and unique online skateboarding contest called “The Best Line in New York City”. The rules are simple: skateboarders film their best skate line in NYC, and without editing, upload their video to YouTube, and link the clip to NYSkateboarding.com. Prizes include $1,000 cash, skateboards, t-shirts and monthly supplies of Red Bull.
Importance to Mountain Dew:
Skateboarding contests are moving online. Online video submission contests are a great way to engage action sports fans while creating unique consumer-generated content. Mountain Dew could create a video submission contest in conjunction with Green Label Films to capture your best skateboarding or snowboarding footage.
Learn to Ride iPhone / iPod Touch App – Lat34.com
The first “LEARN TO RIDE” Snowboard app for your iPhone and/or iPod touch is available with snowboard tricks and tips on the go! The Nitro Snowboard Team will give you step-by-step snowboard trick instructions with videos, slo mo and sequence shots.
Importance to Mountain Dew:
Smartphone apps are an explosive trend, and now action sports are getting a piece of the action. Mountain Dew could offer skateboard trick tips from P Rod, or a GPS app that will locate the best skate parks in your area.
Vans Collaborates with Mountain High for Snowboard Park – Transworld Snowboarding
Mountain High Resort in Wrightwood has named Vans its official terrain park sponsor. Besides the traditional media plays and park branding, Vans will be an active participant in the resort producing on-hill events such as jib contests, product demos and team rider appearances. Also look for a signature Vans terrain feature in 2010. Says John McColly, Director of Marketing, “I’m stoked to see this collaboration finally come together. The synergies are great and it’s something we’ve been working on for a while.” Co-branding is taking place at the mountain and at Vans outlets throughout Southern California, and social media campaigns have been developed to fuel Vans-themed sales events. Monthly on-hill competitions called Jib City Nights will also drive guests to the resort with music, barbecues and giveaways. As part of the sponsorship, all Mountain High Terrain Park employees will be fitted with Vans boots and, as owners of Pro-tec helmets. Vans has also capped the crew with custom Mountain High head gear to promote and encourage mountain safety.
Vans is the reputable original action sports footwear company and promotes snowboarding through its full line of men’s and women’s snowboard boots, worldwide events, and through sponsorship of top professional snowboarders including Andreas Wiig and Hana Beaman.
Importance to Mountain Dew:
A great way for brands to show their support of action sports is to offer sponsorships of resorts or terrain parks where athletes can hone their skills and kids can have fun where facilities might not otherwise be available to them. There are a plethora of brand-building opportunities that go with these sponsorships, as some are listed above: unique contest creation, team rider appearances, signature park features, events with concerts, bbqs and give-aways. Mountain Dew has mountain resort sponsorships in place which could be more fully realized by tapping into these possibilities. These sponsorships are a great way to reach hundreds of resort visitors daily, and the local shredders will be forever grateful to the brand for fixing up their terrain park.