PepsiCo's Mtn Dew Engages Gamers and Outdoor Enthusiasts through Reward Incentives

PepsiCo's Mtn Dew Launches Two Yearlong Rewards Programs

PepsiCo's Mtn Dew is increasing its marketing efforts towards niche audiences by introducing two yearlong rewards programs aimed at consumers who enjoy the outdoors or gaming. The brand has also sponsored events related to these programs to show its support.

The Outdoor Gear Program encourages customers to buy specially marked packs of Mtn Dew to earn points. These points can be entered on a microsite and exchanged for outdoor gear from brands like GoPro and Hydro Flask.

In addition, the Mtn Dew Gaming Rewards Program, in collaboration with Xbox, offers rewards to customers who purchase 20 oz. bottles of Mtn Dew. Points can be redeemed online for rewards from an ongoing marketplace and a "Dew Game Vault" that offers exclusive drops for a limited time.

Article Insight:

PepsiCo's Mtn Dew brand is connecting with niche audiences through specialized programs that cater to two distinct sets of consumer interests. This demonstrates the extent to which brands are striving to stay culturally relevant and build customer loyalty. Marketing tailored to specific consumer interests is a strategy frequently used by various brands such as McDonald’s, Apple, and Hyundai.

The Outdoor Gear Program is the first of two rewards programs offered by Mtn Dew. It celebrates the brand's Tennessee roots and is designed to appeal to outdoor lovers. By purchasing specially marked packs of Mtn Dew in various sizes, consumers can find codes to redeem online for points. Walmart and Dollar General will also offer double points on select 12-can packs of Frost Bite and Maui Burst flavors this spring.

Mtn Dew has partnered with a variety of brands in the camping, fishing, and biking industries to offer rewards such as National Parks Services annual passes, Hydro Flask tumblers, The North Face sleeping bags, Engel coolers, GoPros, and more. The brand also sponsored the Go Outside experience at the Bassmaster Classic in Tulsa, Oklahoma from March 22-24.

Mtn Dew has partnered with Xbox for its Gaming Rewards Program, offering a variety of prizes to enhance gamers' setups. By purchasing Mtn Dew 20 oz. bottles at convenience stores and gas stations nationwide, consumers can redeem product codes on MTNDewGaming.com for points that can be used to win items. Each month, the Dew Game Vault will unveil an exclusive reward in collaboration with brands like Xbox.

In the upcoming months, buying 20 oz. bottles of Mtn Dew's Overdrive, Purple Thunder, Frost Bite, and Maui Burst flavors at select stores like Casey's, Circle K, Kroger, Walmart, and Dollar General will earn double points for the Gaming Rewards Program. To kick off the launch, Mtn Dew was the exclusive beverage sponsor at the PAX East gaming event in Boston, Massachusetts over the weekend. As the preferred drink for gamers, the brand aims to strengthen its connection to the gaming community with this initiative.

"The gaming community is a powerful group, and we are thrilled to lead the way in providing gamers with the tools they need to enhance their gameplay and connect with their friends," mentioned JP Bittencourt, Mtn Dew's vice president of marketing, in a recent statement.

Mtn Dew has made other significant moves this year, such as airing its first Super Bowl ad to celebrate the 20th anniversary of Baja Blast, a tropical-flavored drink. Additionally, the PepsiCo brand Starry, which debuted last year, featured musician Ice Spice in a Super Bowl commercial as part of its "It's Time to See Other Sodas" campaign. This campaign has even included a second ad with basketball player Giannis Antetokounmpo.

Editor's P/S:

PepsiCo's Mtn Dew rewards programs demonstrate the brand's commitment to engaging niche audiences and building strong customer relationships. By offering exclusive rewards tailored to specific interests, Mtn Dew is not only catering to the needs of its target consumers but also enhancing their experiences. The Outdoor Gear Program and Gaming Rewards Program are well-aligned with the brand's identity and resonate with consumers who seek adventure and entertainment.

Furthermore, Mtn Dew's partnerships with reputable brands and its sponsorship of events reinforce the brand's credibility and position as a leader in its respective categories. By aligning with organizations like GoPro, Hydro Flask, Xbox, and Bassmaster, Mtn Dew demonstrates its commitment to providing high-quality rewards and supporting the passions of its consumers. This approach not only strengthens the brand's connection with its target audience but also creates a sense of community and shared interests. to diverse consumer interests, driving brand relevance and growth.