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Mountain Dew takes street art on tour through Instagram

PepsiCo?s Mountain Dew is voicing its support for street art and urban culture through a live event that will feature submitted artwork through Instagram from street artists, which will then be printed on site and put on display at the exhibit.

Mountain Dew is collaborating with Dutch Art group Chaotic Bastards for the event that will be held at the Museumplein in Amsterdam. By enabling a strong mobile component in the campaign, artists from all over Europe are able to share their art remotely.

?Urban art has always been a part of our brand,? said Kurt Frenier, vice president of global brand development for beverages at PepsiCo, New York. ?Green Label Gallery brings to life our respected and established Green Label urban art platform and is our latest evolution and engagement with urban art culture.

?Our consumers are multifaceted and have many passions, from action sports to music to art, and authentic Dew experiences should reflect this.?

Coloring the world
Artists from around Europe have been submitting their digital street artwork since August 4, and can continue through August 30, by posting on Instagram using the hashtag #GreenLabelGallery. 

So far, there have been more than 1,100 submissions on Instagram using the hashtag.

Submissions on Instagram

Submissions featuring digital art and photos of street art and sketches will be curated for exhibition at the contemporary Walls Gallery in Amsterdam and on Green Label Gallery?s Web site. 

The Green Label Gallery exhibition will feature a white space with a gallery-quality printer, the HP Designjet Z3200, as its canvas. Over the course of three days, the space will be transformed to feature the artwork as it is printed and hung in real time along with Chaotic Bastards? live art demonstrations.

The exhibit opened to the public Thursday, August 28 and will continue through Saturday, August 30, with the complete exhibition viewable Sunday, August 31. 

This event is Mountain Dew?s first European Dew Tour.

Mobile flashbacks
In 2013, Mountain Dew used mobile and social media to help promote its new Kickstart beverage and let consumers learn more about it.

The company ran the campaign within ESPN?s mobile site and ran mobile banner and expandable ads (see story).

In 2012, PepsiCo?s Mountain Dew used mobile video as part of a broader marketing campaign that aimed to connect the company with on-the-go consumers.

Mountain Dew ran mobile video ads to drive traffic to its YouTube page. The Mountain Dew ads ran inside the iPhone app (see story).

The Mountain Dew brand is able to spread awareness about itself through this event, which participants will likely appreciate due to the mobile elements and accessibility.

?We are always looking to engage with our consumers in authentic ways, and with our core audience on Instagram and social channels already sharing their art work and inspiration, that is where it made sense to curate Green Label Gallery in an easy, authentic and timely manner,? Mr. Frenier said. ?We?re thrilled with the response to date, with more than 1,100 pieces of amazing art work have been submitted from around the world.?

Final Take
Caitlyn Bohannon is editorial assistant on Mobile Marketer, New York