MTN DEW CODE RED
🚨 MTN DEW RED HOT RETURN takes over SOCIAL MEDIA SUPERFANS 🚨Â
Year after year, Canadian fans have been hyped about one flavour – MTN Dew Code Red. In 2024, PepsiCo Canada made it official, bringing this iconic flavour back for good.
They tapped PRAXIS with a mission: get DEW fans buzzing about the long-awaited comeback.
MTN Dew Code Red didn’t just launch in Canada – it lit up the online chats! 🥤
PRAXIS SOCIAL kicked things off by dropping hints; a subtle profile pic tweak and a strategic tease aimed at die-hard Superfans. The message? Just a single, tantalizing emoji: 🚨. Fans went wild. The excitement spread like wildfire as everyone scrambled to be the first to grab a bottle of MTN Dew Code Red
The PRAXIS crew fuelled the frenzy, sparking lively online conversations between DEW Canada’s socials and its fans. The result? Positive sentiment for the campaign soared—75% higher than the average!
To amp up the excitement, the PRAXIS PR team sent out exclusive premium kits to select Superfans, who couldn’t wait to unbox and share the hype with their followers. And as a sneak peek, the kits teased a custom Fortnite map, with top-tier gaming influencers also getting in on the action.
But that wasn’t the end! PRAXIS kept the momentum rolling long after launch day, by dropping more posts and joining the chatter around the custom Fortnite map, plus locking earned media coverage, keeping MTN Dew top of mind.
- 90% positive/neutral sentiment (75% higher than norm)Â
- 50 custom kits delivered to Superfans and gaming influencersÂ
- 91 pieces of earned social contentÂ
- 170,000 earned social impressions
- Additional earned media through Trade PRÂ
You wanted it, you got it! 🚨
Tapping into the buzzing enthusiasm of Superfans and rewarding a lucky few with early access set off a chain reaction of momentum for MTN Dew Code Red’s return. The epic launch campaign, including social media, POS media, and a custom Fortnite map, helped propel MTN Dew Code Red’s comeback into overdrive.
