
Agency	Progression agency
Creative head	Anastasia Bandrina
Author of idea	Mitya Keshishev
Product	MOUNTAIN DEW
Description	In 2012 Mountain Dew became the global partner of an iconic franchise in the cinema world. THE DARK KNIGHT RISES. The agency was tasked with creating a national BTL promotional campaign based on this partnership within the constraints of a limited budget. Considering the low brand awareness and market share of Mountain Dew, attracting the audience was more difficult than ever. But the partnership with the legendary BATMAN franchise was a great chance to overcome this problem. Insight&Stratagy: BATMAN and a YOUNG AUDIENCE eagerly waiting for the new movie. We decided that it is enough to create more than just your average sales promotion. In order to boost awareness and loyalty, we centred our campaign around a place where our audience could spend time interacting with the brand. The communication core was an online channel supported by offline activations. Idea A game app in the Vkontakte social network – “Become Gotham City’s Hero”, allowing the user to experience the world of Dark Knight through the eyes of Jim Gordon's assistant. Users were asked to investigate a chain of crimes: Collecting evidence getting help from friends asking witnesses solving different puzzles and quests The goal was to call the Dark Knight to save Gotham City. Every week the 3 fastest and smartest to save the Gotham City won 1.000 Dollars each. Using promo codes, users could pass the quests which they had previously failed, get more points for the leaderboard and also have a chance for the "collect&get" merchandise prizes. We succeeded in turning a regular sales promotion to a brand campaign to increase awareness, engagement, loyalty and of course... sales. As a plus, the campaign was internationally success within Mountain Dew regions that Egypt and Romania requested Facebook adaptations for their local fans.
Team members	Mitya Keshishev - CCO Progression, Art Director Anastasia Bandrina - Creative Group Head Jack Ionychev, Olga Ermakova, Olga Ivanova - Copywriter Ilya Berezin - Graphic Design Andrey Voronkov, Eugene Blokhin - Agency Producers Production Company — 2Nova Interactive Programmers — 2Nova Interactive, i-Free

http://vimeo.com/51912879

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