PepsiCo has appointed IAKI the strategy of customer engagement for Mountain Dew Energy, the energy drink recently introduced in Italy and the United States is in third place among the most widely consumed beverages This project of social media marketing is unique: for Mountain Dew in fact, we opted for a launch focused on Facebook. Nicoletta Caluzzi, President of IAKI, tells us the details of the project.

What makes Mountan Dew Energy suitable for a project of customer engagement?

Mountain Dew Energy combines the power of an energy drink to the taste of a carbonated beverage His ability to create engagement consists precisely in this: just as in the bottle of aluminum combine these two features, even in sport street like its enthusiasts blends style and performance. People who drink it as a way to recognize their own passions and be the place where they can express them more freely is Facebook.

What’s the Facebook marketing strategy you dealt the project with?

We worked without ever losing sight of the positioning of the drink: Mountain Dew as well as the taste is impossible to separate the energy in our pages there is no separation between style and substance. For this reason, every element on the page, the cover images, by post to the photographs, is an opportunity to have fun. Even the FAQ we wrote are more fun to read a humorous text.

What’s the other contents on the page that follow this philosophy?

The videos of Dew Crew play a central role: it’s about a group of athletes from the road with his stunt perfectly embodies the competitive spirit and energy of the drink. We also invented a series of comparisons between everyday objects and metal bottle of Mountain Dew Energy, emphasizing that this is both out of line and not ordinary.

What was the response of people on the page?

From the first day, just arrived on the page, people realize that they are in the right place to talk about Mountain Dew. Comment on and share our videos and propose them, we collect a YouTube channel, a kind of Dew Television with all the content about the world of street sport In addition, one of the strongest needs of the fans has been to find the product: every day new people are asking where they can buy their new favorite drink. This is why we thought of a tab with the store locator, useful in finding the nearest store to stock up on Mountain Dew.