Event Marketer Summer 2023 - 66

BEST P.R. STUNT
EX AWARD WINNER
CAMPAIGN: Mtn Dew Flamin' Hot Hell
Takeover
CLIENT: PepsiCo
PARTNER: Motive
Mountain Dew turned up the heat on the
relaunch of its Mtn Dew Flamin' Hot limitededition
soda flavor. The previous year's
online-only release strategy and " new flavor "
messaging weren't going to cut it. Instead,
Mountain Dew was putting the Flamin' Hot
beverage on major retail shelves nationwide
and seeking to capture the attention of not
only its DEW Nation of loyal flavor seekers, but
also millennial and Gen Z soda drinkers.
Branded as the " Official Drink of Hell, " Mtn
Dew Flamin' Hot seemed to be the perfect
match for the town of Hell, MI, which, for
one day, was transformed into a hot brand
experience. Flame-licked signage throughout
the town touted the soda as Hell's official
drink. The local bar became Mtn Dew Sparky's
Saloon, named after the Flamin' Hot logo
character. The full-service Flamin' Hot Bar
was stocked with ice-cold cans of the new
flavor including Mtn Dew Flamin' Hot-inspired
mixology. More than 8,000 samples were
distributed.
To really fire up fans' taste buds, the brand
partnered with chef Action Bronson for the
Mtn Dew Flamin' Hot Grill. Bronson curated a
four-course menu of the hottest and spiciest
dishes leveraging products across the Flamin'
Hot portfolio, including Mtn Dew Flamin' Hot,
Flamin' Hot Cheetos and Flamin' Hot Doritos.
At the Mtn Dew Flamin' Hot Country Club,
participants competed on a custom 18-hole
mini-golf course to win party gear from
the Mtn Dew Flamin' Hot Shop. DJ Pauly D
headlined the event's grand finale on the Mtn
Dew Flamin' Hot Stage.
Leading up to the event, OOH teasers in
L.A., New York and Michigan invited fans with
a " See you in Hell " message, but due to the
event's small-scale footprint, attendance was
capped at 2,000. The brand remained mindful
of its takeover of Hell, MI, and residents,
working with local agencies and authorities
to manage the event. In addition to the
activation, Mountain Dew partnered with
some of the hottest celebrities and influencers
to rally the DEW Nation and recruit new fans
of the Mtn Dew Flamin' Hot flavor. The brand
gained 6 billion earned media impressions and
over 400 media placements. In the words of
Paris Hilton, " That's hot. "
66
EVENT MARKETER SUMMER 2023
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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