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PepsiCo?s Mountain Dew pushes mobile video in multichannel initiative

PepsiCo?s Mountain Dew is using mobile video as part of a broader marketing campaign that aims to connect the company with on-the-go consumers.

Mountain Dew is running mobile video ads to drive traffic to its YouTube page. The Mountain Dew ads are running inside the iPhone app.

?We have been doing mobile video for a few years now and we?re constantly seeing the engagement numbers increase as consumers are becoming more comfortable with viewing video on their phone,? said Jason Thalappillil, brand engagement director of digital at Mountain Dew, Purchase, NY.

?In many instances mobile video is the first point of contact that consumers have with brands depending on the environment they?re in,? he said.

Social impressions
The banner ads encourage users to tap to see how to make Mountain Dew their own.

A 30-second video clip from Mountain Dew then plays with an option at the bottom of the screen to let users learn more.

When users tap on the video, they are directed to Mountain Dew?s YouTube page where they can view a string of other videos from the campaign.

Social media and mobile inherently go together and giving users an instant way to connect to their favorite brands on YouTube is a smart move for Mountain Dew.

Additionally, Mountain Dew?s core group of consumers are young, tech-savvy males, making mobile video a natural medium for the company to target users.

Mountain Dew's YouTube channel

Engaged users
Mobile video is an especially immersive channel for mobile marketers.

Not only are consumers glued to their devices while watching a video, they are also looking for a way to instantly connect with a brand on a deeper level, which is why social media is a great complement to video.

By ?Liking? or following a brand on social media, it gives marketers a way to create a two-way dialogue with users.

Mountain Dew has been active in the mobile space for a while.

For example, in 2008 the brand rolled out a mobile widget that let consumers play a branded game (see story).

More recently, Mountain Dew partnered with video and film contest agency Mofilm on a campaign to find new filmmakers and talent (see story).

?The experience on the mobile phone has to be a seamless experience with their current behavior, as consumers are constantly checking their email, texts, Twitter, Facebook, making phone calls, playing games, listening to music or watching videos,? Mr. Thalappillil said.

?It?s important to be part of their behavior in some form, at least in the beginning, and then give them a reason to engage with you, whether it be a compelling piece of content or offer a deeper engagement opportunity that allows us to showcase what the brand is about,? he said.   

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York