Mountain Dew leverages their NBA partnership to build new product awareness and drive retail sales
Mountain Dew and the NBA launched a multi-year partnership featuring DEW NBA 3X, an elite three-on-three basketball tournament with events throughout the US. Fuse was hired to manage the activation of the DEW NBA 3X partnership, to connect with the core basketball audience, and to drive awareness and trial of new DEW products.
In the tour’s inaugural year, Fuse created Courtside Collection, an event activation that sampled the latest DEW products while collaborating with nationally and regionally relevant artists. Each artist painted a live mural installation during DEW NBA 3X events and curated a crowd-sourced amateur art gallery. The amateur galleries included both artwork on-site at events and their digital versions via Instagram. In year two, the on-site presence evolved to include a large, impactful event presence sampling new DEW products highlighting large-format imagery of Mountain Dew NBA athletes and challenged consumers with a virtual reality street basketball experience.
In addition to DEW NBA 3X event activations, Fuse designed and executed a series of innovative retail activations for Mountain Dew in the California region, leveraging the Los Angeles Lakers, the Golden State Warriors, and 2018 NBA All Star Weekend in Los Angeles. Fuse helped drive DEW sales by leveraging their relationship with NBA teams and athletes in the California region. Big Head posters of Lakers and Warriors athletes were displayed and distributed to nearly 1,000 retailers in the Los Angeles and Bay areas as a gift-with-purchase of Mountain Dew Kickstart products. The gift-with-purchase posters appeared in-arena, on TV broadcast, and throughout social media during the “Go Big” promotions. Leading up to the 2018 NBA All Star Game, Fuse designed buzzworthy retail elements to encourage Mountain Dew and Mountain Dew Kickstart sales. Nearly 40,000 gift-with-purchase posters were complemented by large-format retail theater displays in over 2,000 stores in the Los Angeles area.
Through event and retail activations integrating art, technology, athletes, and compelling design, Fuse helped Mountain Dew harness the power of their NBA partnership to build new product awareness, encourage trial of new Mountain Dew and Kickstart products, and drive purchase at retail.