Mountain Dew

Case Study#3 Mountain Dew and Other Brands Use Extreme Sports to Connect with Gen Y

Mountain Dew is a carbonated soft drink from PepsiCo. Mountain Dew has success in marketing and connecting to target group through Extreme sports. Extreme sports or what are known as alternative sports. It transformed casual activities such as mountain, skateboarding, snowboarding, BMX biking, and in-line skating into highly technical, creative and often dangerous sports.

Mountain Dew was one of the founding sponsors of the Extreme Games, which became the X Games, and signed partnerships with action sports athletes even before the organized competitions began. Mountain Dew has continued involves with extreme sports by supporting competitions, competitors, and the fans, and it become a well-respected member of action sports community. That is the easy way to connect the target group. Extreme sport attract Gen Y about a nonconforming lifestyle, from clothes to music, and young people respond to brand that make an authentic connection and become part of the action sports community.

The company has to analyzing the target audience because they are the end users of the information of the company. They are the most people that want to be affected by writing first. Public relations usually inform and persuade to target audience on their medium. The company conducts target audience by collecting the information of the target audience from researching method. Mountain Dew also research on youth participating in action sports and then Dew is penetrating market by many events such as offsite promotions supporting, sponsor many Gen Y activities, contest, and tournament.

The company should research in difference approaches to attract their customer. In magazine by think of the favorite consumer publication for example Mountain Dew can advertise the promotional, the events, in sports magazine or extreme magazines. Or they need to develop their products and adapt with the medium for attract the target customer all the time.