When it comes to energizing its audience, Mountain Dew knows how to make an impact. As part of PepsiCo's portfolio, Mountain Dew sought an innovative way to elevate brand visibility and engage consumers directly. Collaborating with Omnicom Media Group, PepsiCo's ad agency of record, Mountain Dew partnered with Adgile Media Group to execute a dynamic truckside advertising campaign that reached millions across eight major U.S. markets.
The result was a stunning success: over 24 million impressions, a cost-per-thousand impressions (CPM) of just $5.74, and a broad geographical reach that spanned eight markets using 36 branded trucks.
Why Truckside Advertising Was the Perfect Fit for Mountain Dew
Mountain Dew’s target demographic is young, active, and constantly on the move, making traditional advertising channels less effective in capturing their attention. To break through the clutter, Mountain Dew needed an out-of-home (OOH) advertising strategy that was equally dynamic and capable of creating memorable, on-the-go brand experiences. Enter truckside advertising.
Truckside advertising offers the unique advantage of turning delivery vehicles into mobile billboards that command attention wherever they go. Unlike static ads confined to a single location, mobile billboards move through neighborhoods, cities, and regions, maximizing visibility and engagement with diverse audiences.
Mountain Dew and Omnicom Media Group recognized this potential and tapped Adgile Media Group to design and deploy a campaign that would turn heads and drive brand engagement.
Campaign Overview: Driving Results Across Eight Key Markets
Mountain Dew’s campaign was strategically executed to maximize visibility in eight key markets across the U.S., leveraging 36 branded trucks to maintain freshness and creativity. The strategy aimed to create a sense of virality and omnipresence, ensuring that wherever the target audience went, Mountain Dew would be there to greet them.
- 24,372,332 Impressions: The campaign reached over 24 million people, generating significant brand awareness and reinforcing Mountain Dew’s position in the energy drink market.
- $5.74 CPM: A cost-per-thousand impressions (CPM) of $5.74 showcased the cost efficiency of truckside advertising compared to traditional OOH formats, particularly in densely populated urban areas.
- 8 Markets: By covering eight distinct markets, the campaign ensured a broad geographical reach, capturing diverse audiences from coast to coast.
- 36 Branded Trucks: The use of 36 branded trucks kept the campaign visible and engaging, preventing ad fatigue and increasing the likelihood of consumer recall.
Creative Execution: Making an Impact with Vibrant Visuals
The creative execution for Mountain Dew’s campaign was designed to be bold, dynamic, and instantly recognizable. Each truck featured vibrant, high-impact graphics that showcased Mountain Dew's new Cherry Lime Lift flavor, coupled with catchy messaging like “Mental Boost for Your Morning.” The ads highlighted the product’s unique selling points, such as zero added sugar and 180mg of caffeine, appealing directly to health-conscious consumers looking for an energy boost.
By wrapping delivery trucks in eye-catching visuals, the campaign turned each vehicle into a mobile advertising powerhouse, capable of delivering Mountain Dew’s message to tens of thousands of potential customers daily.
Collaborating with Omnicom for Strategic Insight
Working with Omnicom Media Group, Adgile Media Group was able to leverage critical data and insights to optimize the campaign's effectiveness. Omnicom’s expertise in media strategy, combined with Adgile’s innovative OOH advertising solutions, ensured that the campaign was precisely targeted and effectively executed.
Our data shows that 96.3% of people who see a branded truck believe it is delivering on behalf of the advertised-for brand, a factor that significantly amplifies brand trust and recognition. This insight was pivotal in shaping the campaign's strategy, as it highlighted the power of branded delivery trucks to create a positive brand association in the minds of consumers.
The Power of Data: Optimizing for Maximum Impact
One of the standout aspects of this campaign was its data-driven approach. Adgile Media Group provided real-time analytics on truck routes, exposure times, and audience engagement. This allowed Mountain Dew and Omnicom to fine-tune the campaign on the go, ensuring that trucks were routed through high-traffic areas and events to maximize impressions and engagement.
By combining these insights with creative executions, the campaign was able to achieve impressive results, driving brand visibility and consumer engagement across all targeted markets.
Looking Ahead: Building on Success for Future Campaigns
Mountain Dew’s successful collaboration with Adgile Media Group and Omnicom Media Group is a testament to the power of innovative OOH advertising strategies. By leveraging truckside advertising, Mountain Dew was able to reach new audiences, reinforce its brand identity, and drive significant consumer engagement.
As Mountain Dew continues to expand its market presence, this campaign serves as a model for how brands can use truckside advertising to create memorable brand experiences that cut through the noise and leave a lasting impression.
Conclusion: The Future of Brand Advertising with Mobile Billboards
The Mountain Dew campaign demonstrates the effectiveness of truckside advertising as a modern, impactful OOH solution. With over 24 million impressions, an 8-market reach, and a cost-effective CPM of $5.74, it’s clear that mobile billboards are an invaluable tool for brands looking to make an impression in today’s fast-paced world.
As more brands turn to innovative advertising strategies, Adgile Media Group remains at the forefront, helping companies like Mountain Dew maximize their advertising potential and achieve measurable results.
