Blog: Dew your 15 minutes of fame
Chris Brook-Carter | 25 April 2005
As warm weather threatens to descend on us here in the Northern Hemisphere, one by one drinks companies are unveiling their summer advertising campaigns.
Among the releases that caught the eye as particularly clever today was Mountain Dew's effort to appeal to its youth audience.
The brand has appealed to that most powerful human emotion. No not sex, but something far more 21st century - the desire to see oneself on television. Through the use of a few camera's and a little computer trickery consumers of Mountain Dew will be able to see their image adorn a Mountain Dew bulletin board in Times Square, as well as one in Hollywood.
Onlookers will need only stand on the spot marked by an “X” and align themselves with one of two outlined figures, one smashing a Mountain Dew can against his forehead and the other gulping down the beverage. Their image will then be superimposed on the board.
Owners Pepsi seem to have picked the right venue for this interactive marketing push as well. The Times Square bulletin board conveniently serves as the backdrop for the glass-walled studios where legions of teen fans line up for the daily filming of MTV’s TRL.
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