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More and more brands have set up DTC channels during the last year, but Mnt Dew shows that these efforts can be targeted to the unique groups who most love the brand.
But the site will also allow the brand to “collect first-party data on younger consumers who are interested in gaming and esports.” YPulse’s COVID research found that 60% of young consumers say they would like to buy products directly from brands online right now-with males even more likely than females to state this preference.
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Every time a rewards member buys cases of their Game Fuel beverages for free delivery, they’ll be able to unlock exclusive digital content, discount codes, and access to limited edition merch. To celebrate its launch, the brand ran a contest to give away a PlayStation 5 console as well as a copy of Call of Duty: Black Ops Cold War for fans who register on for their Victory Pass Rewards loyalty program.
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Last month, PepsiCo’s Mtn Dew Game Fuel debuted a “ direct-to-gamer ” online store full of their soft drinks aimed at video game players and lovers, creating a direct-to-consumer channel for all their products targeting this audience.
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Meanwhile, at their Mtn Dew store, they offer a “Do the Most” controller skin for those who want to customize the PS4 or Xbox controllers they already own - and it’s sold out. And as a way to continue their connection with consoles, Mtn Dew partnered with Speedway to relaunch their year-long Year of Dew program which allows fans to enter for a chance to win exclusive prizes that include a “highly coveted gaming console,” promotions, and other surprises. At the end of 2020, Bud Light released a console/beer cooler, while KFC launched a console that warms up players’ chicken and snacks. Weird marketing has become more popular and we’ve also seen “novelty gaming gear” become a trend of late. The brands also announced that other “game-related promotions” will roll out later this year. As part of the campaign, they also introduced a “Power Up, Play On!” menu bundle that includes two Papadia sandwiches and Mtn Dew for $15-which players can order at the chain’s locations or site. The two brands teamed up to create a controller with a special button that allows gamers to instantly order their favorite pizza or Papadia sandwich from the food chain without having to stop their gameplay. During a recent “Power up, Play On!” livestream event on YouTube, Mtn Dew and Papa John’s announced that they would be releasing a pizza-ordering gaming controller this year. YPulse’s recent Gaming research found that 80% of 13-39-year-olds play video games on consoles, and Mtn Dew has been unveiling consoles (and console accessories) to reach them. The brand is continuously rolling out new efforts to market straight to Gen Z and Millennial gamers, setting precedents and examples that other brands entering the space could follow. They released the MTN DEW AMP GAME FUEL drink as a permanent part of their product lineup that year, been active in sponsoring esports leagues, and credited their focus on gamers for boosting sales. In early 2019, they announced that they would be devoting 40% of their marketing dollars to specifically reach this young group. Mtn Dew is one brand with a long history of targeting young gamers. This, of course, presents a huge opportunity for brands across industries to reach young consumers, and many are amping up their marketing in games in a variety of ways. Our Gaming data also found that 77% of 13-39-year-old gamers feel that more brands should be paying attention to gamer culture, and 56% don’t mind seeing advertising incorporated into video games. based on their own estimates, they have collectively spent $18 Billion on video game-related expenses in the last 12 months. YPulse’s Gaming report found that 94% of 13-39-year-olds play video games in some capacity-and that their gaming time increased across all devices in the last year.
After a year when young consumers doubled down on gaming, Mtn Dew’s marketing is aggressively reaching out directly to young gamers…
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