In pictures: ID creates experiential shack for Mountain Dew


Agency ID Experiential created an interactive shack in London for soft drinks brand Mountain Dew last week (22-23 November).

Following a visit to Birmingham earlier in the month, the Mountain Dew activation was positioned on London’s Southbank. The shack was designed to reflect a street vibe, with the interior décor created by graffiti artists who also provided spray paint tutorials for the crowd.

The brand teamed up with Global Radio stations XFM and Capital Xtra, which provided live DJ sets to entertain passers-by. The partnership forms part of a wider promotional campaign between the media company and Mountain Dew, which will see the drink brand sponsor XFM’s Winter Wonderland at the O2 Apollo Manchester on 15 December.

A team of energetic brand ambassadors led the sampling campaign. ID told Event that the experience, which was designed to create mass awareness across the brand’s 16-24 year-old target market, is a teaser to a bigger experiential campaign expected to launch in 2015.

Zaine Venter, group account director at ID, said: "It’s been a great experience bringing Mountain Dew to life by engaging with the brand's target audience in such a memorable and interactive way. The crowds loved the DJ sets and the opportunity to have a spray painting tutorial on the Mountain Dew Shack was a fantastic way to allow consumer to contribute to creating the final piece of graffiti art."

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