Mtn Dew Shoots Hoops at Food Lion

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Mtn Dew Shoots Hoops at Food Lion

By Jacqueline Barba - 09/24/2020

Just before the COVID-19 pandemic hit the U.S., PepsiCo/Frito-Lay’s Mountain Dew introduced a mobile game exclusively at Ahold Delhaize’s Food Lion stores while activating its sponsorship of the National Basketball Association’s three-point contest during All-Star Weekend.

Launched in February, the Mtn Dew game is still available and even promoted in at least some Food Lion stores, although the official promotional period and the actual 2020 All Star game, which took place on Feb. 16 in Chicago, have ended.

The game features professional basketball player for the New Orleans Pelicans, Zion Williamson, who in 2019 signed a five-year sponsorship deal with the beverage brand. In stores, an account-specific sign depicts Williamson in a Mtn Dew-branded jersey and invites shoppers to “Get buckets. Score points. Win prizes.” Affixed to a rack merchandising Mtn Dew SKUs, the sign instructs shoppers to visit mtndew.live on a mobile device or scan the displayed QR code to play the game while perusing the aisles. During the promotional period in February, participants could additionally provide an email to vie for weekly prizes awarded to high scorers and to receive notifications regarding future games and promotions (the latter is still available).  

To play, users have 60 seconds to shoot as many baskets as possible for team Mtn Dew. (View video below.) Users get four basketballs and one special, Mtn Dew-branded ball (for bonus points) to shoot per set/position on the court. They can either tilt their mobile device or swipe up using a finger to shoot a basket. The virtual court is decked out in branded gear, including a hoop system resembling a massive Mtn Dew can at the base as well as blue and white, Food Lion-branded base wraps surrounding the court.

This isn’t the first time Food Lion and Mtn Dew have collaborated on an exclusive offering. Last summer, Mtn Dew gave the grocery chain an account-specific overlay to its national "Dew Nation Rewards" program, giving double the points to MVP cardholders on eligible purchases made in stores.

NOTE: To view this original article as well as other content, visit p2pi.org. Path to Purchase Institute members have access to more than 700 articles and 4,500 images related to Ahold Delhazie, plus a full Retailer Profile detailing the grocery giant's marketing and merchandising strategy.