CLIENT
MTN Dew (PepsiCo)
Nicole Portwood, Vice President of Marketing
Matthew Nielsten, Senior Director, Brand Marketing
Katy Holden, Director, Communications
Eleonora Karastergiou, Senior Brand Manager, Communications
Brett Zuckerman , Production Specialist
Erin Chin, Senior Director, Communications
Lou Arbetter, VP, Content and Production
Laura Van Schaick, Senior Brand Manager
Kerry-Ellen Schwartz, Senior Insights Manager
Jayme Mizzoni, Associate Manager, Brand Communications
Genevieve Ascencio, Director, Brand Communications
Kalifa Waugh, Senior Brand Manager, Digital Media & Strategy
Dominique Folacci, Director, Brand Engagement
Sahar Saleem, Head of Content & Culture Strategy
Samantha Friedberg, Brand Partner
Juliana Bitar, Producer
Elizabeth Staub, Community Manager
Elijah Farmer, Creative Director
AGENCY
Amy Ferguson, Executive Creative Director
Julia Neumann, Executive Creative Director
John Gibson, Executive Strategy Director
Michael Obermeyer, Strategy Director
Bruna Bechelli, Business Lead
Nancy Reyes, CEO
James Sowden, Chief Strategy Officer
Chris Beresford-Hill, Chief Creative Officer
Matthew Duerr, Business Director
Allie Lightcap, Business Manager
Rick Segal, Senior Integrated Producer
Bodi Karsono, Senior Strategist
John Doris, Head of Production
Holden Rasche, Associate Creative Director
Ashley Veltre, Associate Creative Director
Lesley Parks, Strategy Director
Christina Curtis, Operations Manager
Marketing Resources Inc.
Tim Hobbs, SVP, Client Services
OMD
Tom Gatenby, Senior Director, Digital Investment
Perry Arnold, Manager, Digital Activation
Optimum Sports
Blaine Thompson, Associate Director
Jessica Goldstein, Account Director
SUMMARY
Everyone is vying for the attention of a massive audience who is staring at their phones. To disrupt Super Bowl LIV, we used that to our advantage. We made the first ever gamified Super Bowl ad, inviting the entire 90M+ audience to compete for $1,000,000 in real time during the game. The rules were simple: rewatch our commercial, count the MTN DEW bottles in it, and tweet that number, tag @mountaindew, and our hashtag. Finally, an ad people wanted to engage with.
