Kickstart your life. #ExploreMore
This is a campaign for Mtn Dew's new product, Kickstart with Hydrating Boost. It is about getting men and women who feel stuck in their current routines to break them, and get out there to start living the lives they have always dreamed of. I chose to utilize the traditional media of print ads, billboard ads, and radio spots, as well as, a micosite and Instagram to create a motivating campaign.
I created two print ads, one outdoor ad, a radio spot, a full microsite (not currently coded with HTML/CSS), and a mock-up of the Instagram #ExploreMore 'scavenger hunt.'
"People say that what we're all seeking is a meaning for life. I don't think that's what we're really seeking. I think that what we're seeking is an experience of being alive." – Joseph Campbell
IMC PLAN
PRINT
BILLBOARD
MICROSITE
Microsite - Trail Tracker: On this page, the user is able to put in their current location and find adventures near them. They would then select the type of adventure they were looking to do; such as, hiking, camping, zip-lining, white water rafting, etc. They would then select how far they are willing to travel from their current location. The "Upload New Trail" is for those who have discovered an amazing hike or trail that they want to share with the entire adventure community.
Microsite - Trail Tracker: Once a location and adventure have been selected, the user is directed to a page that looks like this. For example, if the user was looking for hiking along the Colorado Trail, this would be something that would come up. They are able to navigate through the trail and view other areas and points of interest.
Microsite - Trail Tracker: If a user were to click on one of the trails, a pop-up would appear like this, which would give them information on the trail, tips for hiking it, what they should bring with them and photos that other adventure-seekers have taken and uploaded.
Microsite - Kickstart Contest: The Kickstart contest revolves around the missions that are released on Instagram. Mtn Dew's Instagram account would release different missions for those following the campaign to complete by taking a photo and using the assigned hashtags. This would run for a few months and each mission would have a week expiration date. Other users can vote for the best photos by searching that hashtag at the end of every week and the top 10 people who get the most likes would win an adventure of a lifetime. This adventure would start by the winners being told what to pack and a common location to begin, and that's it. The entire event would last two days and there would be a live broadcast for others to watch. They will encounter amazing activities and adventures throughout the weekend.
