Standing out on Super Bowl Sunday is nearly impossible. Everyone is vying for the attention of a massive audience who is staring at their phones.

So to disrupt the Super Bowl, 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 were eager to engage with.

Rather than shy away from showing our product, we did the exact opposite. We filled our 30 seconds of airtime with nearly 250 bottles of new MTN DEW Major Melon. In fact, we created an imaginative and fantastical world that was a celebration of the new product. And we cast a celebrity (John Cena) to deliver the single line of dialogue which was the invitation to join our game - be the first to count and tweet the exact number of Major Melon bottles shown in our ad, and you’d win $1,000,000. The contest began immediately after the commercial ended so the audience had to watch our commercial over and over again to play. Then to enter, they had to share their guess to @mountaindew and our hashtag with all of their friends on Twitter. Making #MTNDEWMAJORMELON trend for the entire game, just behind the official #SuperBowlLV.

We were the #1 brand on Twitter, with 35% of all mentions. In fact, #MTNDEWMAJORMELON trended at number 2 on Twitter—behind only the official #SuperbowlLV tag, and ahead of every other brand.

We also had the #1 digital share of voice. with 21.8% of the entire conversation. our ad was the most mentioned ad in the Super Bowl. 400,000 total mentions on Twitter, with 99% positive sentiment – including 112,000 mentions within five minutes of the ad airing. There were 31,000 mentions of MTN DEW Major Melon per minute.

Our launch delivered 2x the sales and velocity of past product launches.

We had 11.3 billion overall earned media impressions, and a total of 4 billion social impressions. In 2021, all 67 Super Bowl ads had 63 billion total social impressions.

Nearly 52 billion of them were for our campaign alone.

MTN DEW - Major Million

CREDITS

Gold partners