It’s is the latest in a slew of really creative food promotions. This time, the premise pivots on a clever metaphor: ‘Make Mountain Time the unofficial, official time zone of MTN Dew!’ And they’re giving away the product as an enticement…
Come on – get happy!
The Dew is moving into fall with a call for the faithful to head for the hills. More precisely, to visit the mountains. If you do, they’ll give you a free Dew. But the big news is, they’ll subsidize your move if you relocate to the time zone.
“With the great outdoors at the core of everything we do, we want to encourage everyone to embrace the Mountain Time mindset by giving away free Mountain Dew to anyone who crosses into the Mount-ain Time Zone,” JP Bittencourt, Vice President of Marketing at Mountain Dew, said in a statement.
“Additionally, we want to reward those who take the leap and move to the happiest time zone in the country with their friends by paying for their move.”
What they’re actually doing…
Folks crossing into the Mount-ain Time Zone will be able to claim a coupon for a free Dew. Here’s how: Register at WelcometoMTNTime.com. When you cross into the time zone, you can claim your free Mountain Dew by revisiting the website to confirm your position – via geolocation of your smartphone.
The promo is good right through the end of this year.
Bigger plans?
Are you moving to the Mountain Time Zone this fall? You could win a ‘DewHaul’ subsidy to help cover costs.
“Not only will the brand cover the cost of the move (up to $10,000), but winners will receive free Dew for a year and a Mountain Dew Outdoor Gear welcome package so they can live life to the fullest in the Mountain Time Zone,” the statement added.
Entrants must create a TikTok video sharing why they are moving to the Mountain Time Zone, and how they plan to enjoy the outdoors with their friends and loved ones once they get there. Entries must include the hashtags #MountainDewHauls and #contest.
My take
This is yet another truly creative promo – from one of the all-time-great brand promoters! From product collaborations and spinoffs to stunts such a the current time zone program, the Dew has inspired others to get more entertaining and creative.
I have to give the Dew credit for coming up with a contest prize that’s not just a gimmick or a novelty. They’re actually offering something meaningful and useful: a significant contribution to folks’ moving expenses!
But what I love most is, somebody in the Marketing Department apparently triggered the whole am-bitious campaign simply by discovering an obscure poll that found folks in the Mountain Time Zone are statistically 6 percent happier than the average American.
I’ll drink (a Mountain Dew) to that!
~ Maggie J.