The brief:

Pepsi was looking to run a localized Mountain Dew campaign for the first time in 10 years. The goals set out for Amnesia Razorfish were to re-ignite the brand with a mechanism that provided the target (teenage males) with a vehicle for play.

Our solution:

The answer was a branded gaming/completion website. The showpiece was an interactive mountain with multiple games for different gamer types. Using a combination of graphics, animation and claymation, Mt. Dewmore gave our target a reason to engage with the brand.

Results:

Visits: 133,660, Average time on site: 2.15 mins, 200+ Forum conversations.

The original dothedew.com.au was a minigame mountain born in our studio

Smash as many zombies as you can! Do it!!!

Ah... you're dead.

A game specifically designed to tie in with the TV ad

Embedded YouTube content also tied in with above the line activity