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PepsiCo?s Mountain Dew flaunts Instagram efforts via mobile

Mountain Dew is using mobile and social media to help promote its new Kickstart beverage and let consumers learn more about it.

The company is running the campaign within ESPN?s mobile site. Mountain Dew is running mobile banner and expandable ads.

?Regardless of the device, driving consumer engagement to social channels is a must," said Dave Levy, executive vice president/cofounder of SocialVibe, Los Angeles. 

Social integration
The mobile ads reads ?Mtn Dew. Kickstart Your Day. Explore Kickstart by Mtn Dew.?

When users tap on the mobile ad, they are taken to a mobile-optimized page where they can learn more about the new Kickstart product.

Through the campaign, Mountain Dew is also introducing its Dawn Patrol Report.

Consumers can add their Dawn Patrol moment by tagging their Instagram photo with the hashtag #KickstartYourDay or #DawnPatrol.

Through the campaign, users are able to see photos that others are posting, as well as check out the company?s other products, nutrition information and use the store locator to find the nearest location that has its beverages.

Furthermore, users are able to check out the first-ever commercial for Kickstart.

Mountain Dew is also encouraging consumers to stay connected with the company through social tabs such as Facebook, Twitter and YouTube.

Additionally, consumers are enticed to stay in contact with the company by signing up for its newsletter. 

Driving engagement
Mountain Dew is no stranger to mobile and has been using the medium for years.

In 2009, the company teamed up with Paramount Digital Entertainment for the "Circle of 8" production, which was distributed via mobile (see story).

Most recently, Mountain Dew used mobile video as part of a broader marketing campaign that aimed to connect the company with on-the-go consumers (see story).

"Having a continual conversation with customers using a consistent brand voice doesn't just drive one purchase it drives a lifetime brand commitment," Mr. Levy said.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York