To keep the Mountain Dew brand message alive within the skateboarding community (and following on from the success of last years Store Wars campaign), we created a bigger, better and more ‘viral’ objective, which smashed its KPI’s within the fast half of the campaign.
We once again recognised and reinforced the fact that it is the skateboard stores that are the building blocks that help piece everything together. The skateboard scene would be nowhere without the stores who help build local scenes, support skaters and help break down barriers.
With this in mind we again teamed up with our skateboard title, Sidewalk, to re-create a skate shop focused social initiative and competition following on from the outstanding success of last years Store Wars campaign. More skate shops from around the country went head to head across the Sidewalk Facebook channel over a 9-week period, with weekly winners advancing through to a 7 store grand final to earn their shop a £4,000 prize.
This project brought together 35 stores from across the entire UK representing the true grass roots of the national skateboard scene in a way that only we have done before (the previous year) and on an unprecedented scale. Each store was given a week to create unique user-generated content drawn from within their local skate communities to represent their individual scenes.
This year we increased the number of participating stores while decreasing the total output of content. This enabled the stores to focus on creating the most engaging pieces possible – and it showed. With half of the content of 2015, we more than doubled last years’ total video view count- with one clip alone surpassing 500k views and another surpassing 1.2M views.
Mountain Dew is now a staple within the skateboarding communities, with stores and participants already planning for 2017.