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Maximizing a brand partnership
Deloitte teamed up with Mountain Dew (Pepsi) to maximize the impact of their brand partnership with Call of Duty: Modern Warfare. Mountain Dew needed to transcend their existing partnership with Modern Warfare by working their product into the core fabric of the game experience. However, Mountain Dew’s iconic irreverence has never fit with Modern Warfare’s visceral and serious world. The challenge was to convince gamers that Dew belonged in the game, without compromising the brand’s core values. The campaign maximized the potential of Mountain Dew's existing partnership with Modern Warfare by identifying and leveraging common insights from both fanbases. Deloitte wrote and filmed a series of world-mixing TVC and digital commercials that forever tied Mountain Dew to the Call of Duty universe and inspired consumer engagement. The results went beyond sales. The on-package codes Deloitte promoted were redeemed 2.5 million times proving engagement past purchase, and gamers used the Mountain Dew branded in-game content for 7 million hours. After seeing our campaign, fans agreed that Mountain Dew belonged in the game. Awards One Show Mountain Dew Camo Film: Short form Single Shortlisted One Show Mountain Dew Camo Film: Moving Image Craft Single Shortlisted Regional ADDY’s Mountain Dew Camo: Film Video & Sound: Branded Content & Entertainment Silver Credits Agency: Deloitte Digital
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