Mountain Dew x WWE: An Epic AR Brand Activation That Powered Engagement and Data Capture

MoZeus amped up fan engagement with a custom microsite, complete with real-time gameplay, sweepstakes entry, and a TikTok-ready UX

Mountain Dew x WWE Flavor Showdown

Project Type

AR Brand Activation

Industry

Beverage / Sports Entertainment

Technology

Web AR; Custom Microsite; Digital Sweepstakes Management Software; Digital Data Capture

Mountain Dew & World Wrestling Entertainment

Client Summary

Mountain Dew is a $9 billion global soft drink brand owned by PepsiCo. The brand is not only known for its sweet and citrusy soft drink but its “thrill-seeking” image that often targets gamers and fans of extreme sports.

World Wrestling Entertainment (WWE) is a wrestling promotion and leader in global entertainment. They market their product as “sports entertainment,” delivering storyline-driven and partially choreographed matches to fans around the world.

Mountain Dew and WWE have a long-standing partnership that has included sponsored matches, in-arena advertising, and AR experiences, as outlined in this Flavor Showdown case study from MoZeus.

Challenge

Mountain Dew wanted a creative brand activation to promote their partnership with WWE and build excitement for Wrestlemania 40. But not just any experience would do, especially considering the fierce competition in the multi-billion dollar carbonated beverages industry. There’s also a growing market for premium and craft sodas, creating stiff competition for brands.

The legendary soda brand sought an activation that would capture attention in a less intrusive and more engaging way than traditional advertising. Something that would get fans out of their seats and into the digital ring, simultaneously generating engagement AND digital data capture.

Our Solution

To bring the electrifying energy of WrestleMania straight into the hands of consumers, Mountain Dew and WWE partnered with MoZeus for the Flavor Showdown, an augmented-reality instant-win experience that turned everyday bottle scans into instant victories.

This thrilling AR brand activation included:

AR Bottle and Can Scan: Fans scanned specially market MTN DEW bottles and cans to unlock exclusive digital content and gameplay, all in-browser. No app needed.
Custom Engagement Microsite: A fully branded micro mobile hub served as the campaign’s digital ring, powering real-time gameplay and sweepstakes entries.
Instant Wins and Grand Prizes: Players could instantly score merch, WWE experiences, or the ultimate reward: Victory bragging rights.
CRM and Data Capture: Seamless first-party data collection integrated into the Mountain Dew x WWE experience for real-time email follow-up and long-term remarketing.
TikTok-Ready UX: The interaction flow was built to match the speed and virality of today’s most engaging content.

From the convenience store cooler to the center ring, this MoZeus experience turned soda fans into instant superstars.

Results

Mountain Dew x WWE Flavor Showdown resulted in a win for both brands. Fans flocked to stores around the country to pick up Mountain Dew for the once-in-a-lifetime chance to win the Ultimate Wrestlemania Experience.

But the brands experienced much more than a retail boost from this innovative campaign. Thousands of visitors unlocked their digital content and gameplay, increasing brand engagement and awareness thanks to authentic word-of-mouth marketing.

The digital sweepstakes entries provided valuable data capture, providing real-time insights and enabling more relevant and personalized remarketing.

Technology Utilized

With two brands as epic as Mountain Dew and WWE, the team at MoZeus knew that any brand activation had to deliver an uber-memorable, interactive experience that went beyond the realms of traditional advertising. This special lineup included:

Web AR: Who needs an app when you have our AR marketing agency? MoZeus’ technology enabled Mountain Dew to captivate fans with a browser-based AR brand activation experience. Maximum accessibility. Maximum engagement. Maximum fun.
Creative Microsite: The custom web developers at MoZeus crafted a fully branded microsite to host real-time gameplay and sweepstakes entries. 100% PII data security and privacy guaranteed.
Digital Sweepstakes: MoZeus’ scalable sweepstakes management software allowed for a unique consumer experience and fast data processing for Mountain Dew, all while remaining legally compliant.
First-Party Data Capture: Remarketing was made simple with our custom digital data capture solutions at MoZeus. Designed to standardize, centralize, and analyze experiential data across all platforms, they enabled seamless integration with Mountain Dew’s CRM system.

Create Compelling Brand Experiences with MoZeus

Immerse your customers into your brand’s world with the digital engagement solutions at MoZeus. Our brand activation agency can help you build authentic interactions, build awareness, and drive sales through a more personal approach, just like we did with Mountain Dew and WWE. Whether you have an idea or want to brainstorm, let’s chat!