Mountain Dew at All Star 2016

Marketing has evolved significantly in recent years to reach an increasingly diverse client base and accommodate changing industry trends. Events such as trade shows, for instance, are taking on entirely new dimensions designed to entertain, engage, and inform. An excellent example of modern marketing strategies that speak to 21st century culture is Mountain Dew’s recent event at All-Star 2016 in Toronto.  This event was part of a customized campaign that began when the parent company of Mountain Dew, PepsiCo, signed with the National Basketball Association (NBA) as their official food and beverage sponsor.  What was different about the Toronto event was its essentially interactive nature, transforming it from just another trade show booth to a virtual reality art experience.

Art Meets Basketball

Highlights of the event include a social media app that allowed participants and fans to enjoy one-on-one texting with basketball great Russell Westbrook  and ask him advice on fashion and lifestyle related issues. Other NBA superstars were well-represented at the three-day event, ensuring that Mountain Dew’s area was always buzzing with fresh fun and excitement. Mountain Dew also hired emerging local artists to craft 3-D artwork featuring basketball themes using Google’s Tilt Brush tool, and offered fans the opportunity to test drive the new app prior to its introduction to consumers in April. Live DJs kept things moving with music, and a Twitter-based promotion offered fans All-Star cards inspired by old school trading cards. A brand new television commercial starring several basketball stars was unveiled at the event.

Attendees were also offered the opportunity to vote for warm-up songs before Sunday’s game and to create Vine videos to post. Mountain Dew products were available for sampling throughout the course of the event. Focus was on the lifestyle that revolves around the game rather than on-court performance of the players, creating a scene in which anyone can participate.

Fans living in areas other than Toronto weren’t left out, either — they were provided with the opportunity to enjoy the festivities via an interactive website.

What This Means for Modern Businesses

The Mountain Dew event and others like it have thoroughly transformed the face of modern marketing strategies. Businesses can connect with and engage the public by crafting their own events in similar style. Here in Miami, Soho Studios offers a seamless combination of expression, flexibility, connection, and expertise for businesses seeking an adventure with experimental marketing Our campaigns provide impact, innovation, and inspiration. Please don’t hesitate to contact us at your convenience to learn more about how we can assist you in crafting a vibrant marketing event that leaves potential customers wanting more.

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