PepsiCo’s Mountain Dew gave Walmart an exclusive “Dewnited States Collection” augmented reality experience this summer, continuing a year of heavy focus on the key retail partner that has also included in-game incentives and in-store gaming opportunities.
Dewnited States Collection
For the patriotic Dewnited States effort, smartphone-wielding shoppers could scan QR codes depicted on pallet displays and aisle violators to unlock individual, state-specific camera filters for all 50 states. Officially running from June 3 to Aug. 10, the experience served up a total of 100 unique filters, 50 each for front- or rear-facing cameras, and encouraged participants to make return trips to the retailer to unlock two new filters every day as well as share them on social media.
A walmart.com home page carousel ad and social media activity supported, including many account-specific Facebook updates from Mountain Dew.
The AR experience was an overlay to the brand’s national release of a limited-edition custom-artwork bottle series also representing every state. From June 3 through Aug. 10, shoppers were invited to collect all 50 of the promotional Mountain Dew or Diet Mountain Dew bottles and submit under-cap codes and scans of bottles to dewnited.com to receive a $100 Visa prepaid card. The national campaign also included TV spots, online video content, digital and social ads, and in-store displays, the brand indicated in a media release.
Amp Game Fuel
In additional retailer-specific activity, Mountain Dew’s latest incentive for gamers shopping at Walmart is tied to Ubisoft’s Assassin’s Creed Odyssey: The Fate of Atlantis. From May 20 to Aug. 15, every purchase of Mtn Dew Amp Game Fuel unlocks an in-game XP boost, while purchases of five cans unlock downloadable content and purchases of 12-packs unlock both. Participants upload images of qualifying receipts to the Game Fuel rewards site to receive a code redeemable on a promotional website.
In conjunction with the January national launch of Mtn Dew Amp Game Fuel, the “customized drink designed for gaming” teamed up with Ubisoft for ongoing collaborations that kicked off by offering Walmart shoppers private beta access to Tom Clancy’s: The Division 2 with preorders of the beverage. (Amazon was the other retailer offering pre-orders.) More recently, aisle violators spotted by the Path to Purchase Institute in July also promised two in-game rewards within the same game.
Mountain Dew promotes its game incentives through its social media channels and maintains a dedicated "Dew Rewards Nation" promotional web page for Walmart-specific activity.
In stores, shelf talkers and bollard wraps touted Mtn Dew Amp Game Fuel’s launch earlier this year. The brand is merchandised in line and has been spotted in a variety of secondary merchandising locations:
alongside other Mountain Dew lines in permanent upfront lime-green coolers topped with an animated header.
sharing a pallet display in Action Alley with floorstands promoting Mountain Dew’s Team Rubicon cause effort.
in a custom Game Fuel-branded cooler outfitted with a TV screen and controller enabling in-store video game play near checkout.