MTN DEW CELEBRATES THE 50 STATES
This summer, MTN DEW is launching the DEWnited States Collection and taking the idea of local marketing to a new level from a national perspective. All 50 states will receive their own custom bottle packaging that features recognizable landmarks and icons from their state. It is a massive undertaking as each state will also receive its own unique digital content promoting the bottles. There will be a contest rewarding winners who collect all 50 state bottles. Regarding the contest, a spokesperson said, “It’s really about the gamification. We know our consumers love a challenge.”
BOOK YOUR TICKETS FOR AN OLAY MUSICAL OFF-BROADWAY
With its Olay Live: The Road to Glow performance featuring “big name” Broadway stars, Olay is continuing the trend of brands developing Broadway-quality musicals. An offshoot of a similar series of highly popular YouTube videos and original songs that the brand released, this musical’s focus is a millennial “who has lost her glow” and now needs help to gain back some confidence. These musicals (like those performed by Skittles and UK insurance brand MORE TH>N) are an immersive experiential undertaking and really invest the audience’s attention with the brand.
PUMA MAKES AR RUNNING SHOES A REALITY
Puma has introduced new technology that adds more cushioning to its running shoes. With this launch of new technology, the brand is producing a limited-edition augmented reality version shoe: The LQD Cell Origin AR. Once connected to the Puma app, users will be able to scan the shoe to play interactive games, use filters and add visual effects to pictures of their shoes, as well as participate in an augmented reality running game. According to the Puma website, the shoes are “the answer to a world in which the line between reality and the virtual realm becomes increasingly blurred.”