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Mountain Dew’s “Mountain Time” redefines brand activation by transforming an entire geographical region into a Mountain Dew experience.
Golin orchestrated a 360° customer journey that began the moment consumers crossed the time zone boundary, activated through geofencing technology, and continued through strategically placed billboards, a dedicated digital platform, and even a relocation sweepstakes. This multidimensional approach optimized every touchpoint in the customer experience – digital, physical, and experiential – simultaneously strengthening Mountain Dew’s mountain heritage while driving commercial success with a 33% redemption rate, triple industry standards.
