Mountain Dew's Dew Challenge Drone Hunt

Carbonated drink brand Mountain Dew reinvented its yearly Dew Challenge in Malaysia to target casual gamers as well as hardcore ones with a Drone Hunt app.

Agency: Entropia Malaysia

Campaign Strategy

There exists a huge segment of casual gamers in Malaysia that were waiting to be tapped. In order to amalgamate these two segments, we needed to restage the challenge while staying true to the Mountain Dew's equity via Dew Challenge. We understood that despite the differences in intensity, all gamers share a similar core DNA. Gamers seek thrill from CHALLENGES, are motivated from DISCOVERING, and crave to be at the centre of the LATEST trends. For an app to be fully appealing for users, its core gaming functionality needs to appeal strongly to the...

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