Moving
Brands
Forward

Industry Action Sports

0 //
Chapter 00 Overview

DIGITAL

Dew Tour

Dew Tour is an innovative contest series (skate & snow) that brings together the best action sports athletes, brands, and fans together twice a year to celebrate creativity.

00 // Overview

Exploring the world through action sports. Bringing fans together through art, creativity, and music.

The Problem

Dew Tour (powered by Mountain Dew) is one of the most respected action sports event sought out Movetic as a key digital partner to create demand, drive awareness, and increase fan participation to the bi-annual Dew Tour events series in 2016 and 2017. Dew Tour came to us to create an omni-channel digital campaign for both the skateboarding event in Long Beach, CA and the skiing and snowboarding event in Breckenridge, CO.

The Approach

We created a strategic bi-annual omnichannel digital and creative strategy for Dew Tour. Each year, we developed a high-level campaign that navigated the creative (visuals, messaging, and tactics) to drive new and existing fans to the event. Through leveraging the power of Facebook, Instagram, and Google Advertising, we strategically targeted ideal fans to get them hyped on the event. Specifically, we promoted the events’ main value props behind the event – the athletes, music shows, & the art culture – by creating high-quality creative. By working with the Dew Tour team for two years, we were able to set up a scalable ecosystem/infrastructure so the team behind Dew Tour could run with them and deliver meaningful results for the years to come.

chapter 01

chapter 01

Digital Omni-Channel Campaign

DIGITAL

By leveraging the research, analytics, and experience, we developed a campaign focused on two key pillars. For the first phase, we created an arsenal of high-quality assets for the campaign so we could A/B test and use media that engaged with our audience causing higher conversion rates and driving engagement. For phase two, we built out a very strategic, detailed, and elaborate campaign based on demographics, interests, look-a-likes, and preferences.

After conducting market research, we uncovered the typical action sports enthusiast is creative, artistic, and has high standards for design. We used this research to our advantage for the past two years and developed a suite of high-quality images, looping GIFs, a countdown series and using promotional videos customized to each event and yearly theme. Tactically, we utilized the latest ad formats from Facebook, Instagram, and Google Advertising to deliver the right creative to the right buyer persona hitting them all parts of the consumer journey.

chapter 1.1

Dew Tour 2017

  • // Google Advertising
  • // Facebook & Instagram Advertising
  • // Creative (Single, Carousel, Canvas)

Local Long Beach artist, Steven Harrington, partnered up with Mountain Dew and brought four unique art pieces to contribute to the event. We matched our designs for the campaign to the artwork Steven created to keep consistency throughout. We created an omnichannel digital campaign for the skateboarding event and the snowboarding and skiing event in Breckenridge, CO. After nailing down the creative, messaging and campaign name (Experience Your Weekend), we served ads on Facebook, Instagram, and Google.

The Long Beach event hosted Metro Boomin’, Amine, and Cam’ron to perform and we promoted this show by creating graphics and promotional material to aid in selling tickets. In 2017, the Breckenridge event became an official Olympic qualifier for the first time in Dew Tour history. Aside from promoting the athletes and the performing Colorado-native artist, Floozies, we made certain to educate the fans, new and old, about this event.

Results Speak Loudly

  • // 6.19 Million Impressions served
  • // 18,000 Clicks to the website
  • // 542,000 impressions on the Canvas Ad
  • // 22K -- Engaged users generated -- likes, comments,
  • // and shares

chapter 1.2

Dew Tour 2016

  • // Facebook Advertising
  • // Instagram Advertising
  • // Google Advertising
  • // Snapchat
  • // Creative (Single image, carousel, Canvas, Video)

In 2016, Dew Tour was purchased by TEN: The Enthusiast Network. As a strategic move, Dew Tour was able to work closely in collaboration with TEN’s core action sports media brands to elevate the consumer experiences at both the summer and the winter events. Dew Tour delivered new and progressive formats for both the skate and snow contests and combined individual contests with team competitions in celebration of creativity, art, music, and style. With the reinvention of the Dew Tour experience, we developed and led the art direction centered around “Reimaging New Heights” as a way to visually and verbally communicate the new company vision.

Leading up the event we served ads to our target market educating them on the events while highlighting specific attributes behind the events. At the Long Beach event, Action Bronson and E-40 performed and at Breckenridge, A-Trak, Joey Bada$$, and D.R.A.M. performed. We created ads to promote ticket sales for both shows. We also created a Snapchat geofilter for the entire weekend and while visitors were at the concert.

Awards and Statistics

The Results

American Advertising Awards (ADDY's)
Silver - Digital
Award
American Advertising Awards (ADDY's)
Silver - Digital
Award
American Advertising Awards (ADDY's)
Bronze - Digital
Award
Year Type Organization Description Project
2017 Award American Advertising Awards (ADDY's) Silver - Digital
2017 Award American Advertising Awards (ADDY's) Silver - Digital
2017 Award American Advertising Awards (ADDY's) Bronze - Digital

12+

Million Impressions Served

150,000

Interactions

7

Advertising Formats

107

Athletes Promoted

4

Artists Promoted

5

Advertising Platforms

Go Ahead, Keep Going.
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