To celebrate the release of its white and green labels, which join the existing Mtn Dew Black Label released in 2016, the brand is hosting the Mtn Dew Label Series with the creation of the 'Label Motel'. Dew will take over and convert the Musicland Hotel in Palm Springs, Califorina on 15-16 April, when music festival Coachella is taking place.
The aim of the activation is to transform the everyday into a bold and refined experience.
Chauncey Hamlett, senior director of marketing at Mountain Dew, said: "Dew Nation has shown us its love for Mtn Dew Black Label by making it one of our most popular beverages. Through the Mtn Dew Label Series, we're looking to give our fans more choices for when they want to let loose but are craving something a little more sophisticated."
The two-day Label Motel event will be free and open to the public, who must sign up for entry. Attendees can sip Mtn Dew Label Series beverages while immersing themselves in a series of unique moments centered around music, art, style, technology and mixology.
Programmes include a special guest DJ set by Virgil Abloh, as well as an iHeart Radio concert popping up in the Label Motel parking lot featuring a performance by a chart-topping artist. A merchandise collaboration with New York City-based creative social media company, Vfiles, who will be creating the exclusive Mtn Dew Label Series capsule collection 92264 to debut at the Label Motel, will also take place.
The collection, which features t-shirts, crop-tops, Hawaiian shirts, beach towels, bandanas, slides and hats, will be available to purchase onsite as well as online. VFiles will also host a brunch and pool party on Sunday.
Famed street artist Bradley Theodore will take over a Label Motel suite and create an interactive art installation and other art-inspired activities like face painting throughout the weekend. Another motel room will be transformed into a technology haven featuring a one-of-a-kind virtual reality experience, titled "Dew VR Beat Drop," that transports viewers to a classy lounge party with a bit of twist: when the music beat drops, so does the party.
Members of the Dew pro skate team – featuring Sean Malto, Curren Caples, Theotis Beasley, Jordan Maxim and Chris Colbourn – will be onsite at the Label Motel displaying custom art in a pop-up gallery and taking over the motel in unique ways throughout the weekend.
Mountain Dew staged a range of fan experiences at the National Basketball Association (NBA) All-Star weekend, which took place from 17-19 February. Pepsico ran a number of activations at this year's Super Bowl including an art-themed party, augmented reality experiences and cooking demonstrations.
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