🟨 Mountain Dew: Joffrey, Cersei, Walder Frey… The Drink That Changed Everything
Dew you have what it takes?
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Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
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In 2019, Mountain Dew partnered with HBO to celebrate the “Game of Thrones" series finale. The soft drink brand called the campaign the "ultimate sacrifice" #ForTheThrone, a nod to the popular show's storyline.
Mountain Dew stated that for seven seasons, we've watched Game of Thrones characters lie, steal, bleed, kill, and sacrifice everything for the Iron Throne. Now, we're making the ultimate sacrifice For the Throne – our name. MTN DEW is removing its iconic neon green 'face' to reveal a stark white, brandless can – 'A Can Has No Name.'
"A Can Has No Name" is a special edition MTN DEW can inspired by Arya Stark, her growing list of enemies, and her time with the Faceless Men, the Braavosi guild of assassins who give up their former identities to become “no one.”
To get one of the limited-edition cans, fans could go on Facebook, Instagram, or Twitter and share what they'd give up #ForTheThrone using the hashtags #ACanHasNoName, #ForTheThrone, and #MTNDEWsweepstakes.
Fans in New York City and Los Angeles could get a can by finding the “Masters of Coin,” saying a special password and receiving a coin. This coin will lead them to an Iron Vending Machine, where they can use it to score a can.
ICYMI - The Prank That Made People Buy
A Can Has No Name is an example of a Partnership Marketing Campaign.
Mountain Dew led conversations on social media by generating over 4 billion earned impressions. The campaign sparked a high demand for the MTN DEW drink. In just 40 hours, the brand received more than 88,000 requests for cans, which is about one request every two seconds.
🍉 Action Points
Leverage a popular cultural moment - Mountain Dew tapped into a big cultural phenomenon by aligning with “Game of Thrones.” By choosing a popular show with a dedicated fanbase, they ensured their campaign would resonate with a large audience. A partnership or collaboration can help you improve your brand's visibility.
Creative branding - The brand took a bold step by temporarily removing its iconic branding. The “A Can Has No Name” campaign not only generated intrigue but also aligned perfectly with the show’s themes of sacrifice and identity. Don’t be afraid to take risks with your branding. Think of how your brand’s identity can evolve temporarily for a specific campaign.
Interactive engagement - Fans were asked to participate on social media, sharing what they’d sacrifice for a chance to win a limited-edition can. This kind of interactive experience makes consumers feel involved in the brand’s story.
🗂 More Stuff on Partnership Marketing Campaigns
5 steps to help identify brand partnerships that will be great for business.
Everybody's in, what are you still waiting for?
How to find creators for your next campaign (+Best practices for partnerships).
OREO Xbox, a match made in gaming heaven.
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