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FMBX News
Posted: May 17, 2011
Motive and Mountain Dew win the Grand Ex Award in Chicago
Self-styled ‘hybrid’ agency Motive and Pepsico's drinks brand Mountain Dew have won the 2011 Grand Prix at this year’s Ex Awards in Chicago for a campaign called DEWmocracy 2010. The award was annouced today the Event Marketing Summit, held at the Hyatt Regency, hosted by Event Marketer magazine.
At the centre of DEWmocracy was ‘The Flavor Campaign’, Motive’s people powered execution in which three teams rallied support for proposed new Dew flavours. For 30 days they crisscrossed the US, gathering votes and creating events like skating competitions, art shows and taste gatherings, all in the name of their respective flavours.
Not only did the teams create and execute 45 unique activities, they handed the reins to their loyal followers. The Flavor Campaign elevated consumer engagement to another level, letting fans vote, socialize, and plan the routes and activities themselves. Fans stayed in constant contact with the teams, directing their every move by way of DEWmocracy.com, Facebook and Twitter, even acting as iReporters by sharing photos and videos of their experiences.
The Flavor Campaign covered ground in 69 cities across the US in under a month, drawing the attention of local news stations and national publications alike. In fact, its connection grew so deep that it inspired three couples to theme each of their weddings around one of the new flavours.
The Flavor Campaign has been featured in AdWeek, BrandWeek, Event Marketer, and Brand-e amongst other US marketing journals, and resulted in White Out being named the next official member of the Mountain Dew product lineup.
The winning agency Motive calls itself a hybrid agency focusing on non-traditional communications. Motive says: “We’re a collective of deep thinkers, artistic mavens, executional top guns and cultural connoisseurs, working the cutting edge of digital, experiential, promotional and social marketing. We develop and execute ideas that create relationships through deep levels of engagement between brands and their consumers. And we do it with sharp creative, across a range of tactical channels.”
The Ex Awards cover a host of event and experiential disciplines, with some similarity in terms of category with the Brand Experience Awards - (hosted in London by Field Marketing and Brand Experience magazine and Fieldmarketing.com).
To enter the Brand Experience Awards click here
