This Week, Mountain Dew launched the #kickstart social media campaign debuting its new flavors Pineapple Orange Mango and Kiwi Strawberry Snapchat. (Additional campaign content is expected to arrive on Vine and YouTube.) With this move it joins a select group of brands that experiment with Snapchat Stories.
Also this week, Snapchat launched Discover as a tool for users to keep up with news outlets via the social platform and a place for brands to run ads. Judging by Mountain Dew’s affinity for new platforms, Mountain Dew could be one of the first brands to experiment with paid ads on Snapchat.
Mountain Dew has the third largest follower base on Vine, where just 67% beverage brands in L2’s 2014 Digital IQ Index: Beverages are present and even less post consistently.
On Twitter, it has the fifth largest following which is a quarter of fourth-place Monster Energy. Yet its followers grew by 74% between 2013, indicative of social investments.