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Diet Mountain Dew

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Diet Dew connects with race fans by combining their interest in BBQ and Dale Jr

Diet Mountain Dew was challenged to increase engagement with NASCAR fans and leverage its sponsorship of Dale Earnhardt Jr.

Fuse developed a unique activation platform that combined Diet Dew and BBQ. The program included three elements to connect with fans in person, on-air and online:

  • Diet Dew BBQ Tour, a customized BBQ trailer was built to drive buzz on site at sponsored races and visit retailers nationwide
  • BBQ Pitmaster Partnership, a special Diet Dew episode of Destination America’s BBQ Pitmasters was filmed at Martinsville Speedway with Dale Jr as a guest judge
  • Show Us How You BBQ, a social media promotion that allowed consumers to join the fun and win great Diet Dew prizes by showing off their BBQ creations

The promotion successfully engaged race fans across multiple touchpoints reaching millions of race fans across events, television and social platforms. Diet Dew saw a surge in social engagement and followers.