2013 Mountain Dew KickstartMulti-faceted Mobile Product Launch

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Kickstart - A morning energy solutionMillennials need a morning pick-me-up, yet aren’t drinking coffee or juice

Wake Up

Mobile alarm clock (native function or 3rd party app)

Checks for messages

Day Preparation

Catches up on news (sports/entertainment)

Quick video snacking

Checks preferred social networks

Commute

Listens to music

Mobile gaming

News consumptions (Sports/entertainment)

Settling in

News consumptions (Sports/entertainment)

Checks social networks

Video Snacking

Music Streaming

Mobile’s Role Within the Morning Routine

Digital Usage Throughout Target’s Day

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Early Morning

Morning

Afternoon

Evening

Strategy Drive awareness and trial through careful message placement throughout target’s morning routine

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Consideration of device behavior in morning vs. evening: Day-part Targeting

Morning = rigid behavior

• Video • Content Integrations

Evening = flexible behavior

• Rich Media • Search/Social• Couponing

Data layering to reach secondary Hispanic target

Results:• Day-Part Targeting as a tactic demonstrated completion rates over 90%, well

surpassing Rhythm’s 80% benchmark• Layering on additional targeting, such as Demo and/or Hispanic Targeting resulted in

significant increases to interaction rate – ranging between 6-8%

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Interactive In-Stream Video

Tactics Utilized:• Day-Part Targeting – Morning (focus

on content such as News and Music) and Evening (focus on more Entertainment content)

• Contextual and Data Targeting to reach Men 18-34 and Hispanics

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Rhythm-built custom Rich Media Execution

Tactics Utilized:• Day-Part Targeting – Morning (focus on content

such as News and Music) and Evening (focus on more Entertainment content)

• Contextual and Data Targeting to reach Men 18-34 and Hispanics

Results:• Expansion rates between 51% and 64% for Rich

Media Banner – with data targeted banners demonstrating higher results

• Post Expansion Interaction rates between 3% and 7%, with contextual alignment demonstrating higher results

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Strategy:• Leverage Apple’s Passbook app for seamless coupon distribution and

redemption at Retail partner locations• Geo-fencing around Retail locations

Retail Promotion – Mobile Couponing

Step 1: Consumer clicks banner

Step 2: User receives coupon offer

Step 3: Users clicks “add” to save to Passbook

Mobile Gaming – Real Racing 3 Integration

Kickstart Commuter Dash

Overview:• Kickstart branded track & car integrated into first game update• Users received extra fame points for completed race between

7-10am• Branded video and interstitial placements

Results:• 2.1MM races completed by 1.2MM individuals (81% between 7-

10am)• 100,000+ people purchased the Kickstart Car• Post race and pause screen media generated

3MM + Clicks to mobile/tablet site• 344K Video Views – 87% Completion Rate 10

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The most successful CSD innovation of the past decadeWhat’s Next?

• Evening Product Extension

• Mobile at the center of the brand’s marketing strategy