Case Studies

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Mountain Dew – Do the Dew

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Overview

Brief: To launch and create national awareness for the Mountain Dew Roadshow, an extreme sporting event taking place at a number of university campuses around the country.

How:

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  • By creating regional and national exposure of the Mountain Dew Roadshows and maximising exposure across all communication channels including print, broadcast and online media
  • Excite the media and consumers on the Mountain Dew roadshows in order to maximise awareness and increase attendance and talkability around the event
  • Support experiential with Media attendance and competitions nationwide

Results:

Total AVE: R629 143.40 and total PR value : R1,887430.20 achieved in just 6 weeks.

Coverage Examples

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Coverage Audit

DATE PUBLISHED PUBLICATION DETAILS AVE PR VALUE
16 April 2013 Teenzone website Article R 14 320.88 R 42 962.64
17 April 2013 Do it now website Article R 16 811.82 R 50 435.46
17 April 2013 KFM Community diary Event listing R 6 000.00 R 18 000.00
17 April 2013 CapeTalk Community diary Event listing R 6 000.00 R 18 000.00
17 April 2013 Locally Whipped Giveaway R 33 374.64 R 100 123.92
17 April 2013 Africa Skate Article R 12 000.00 R 36 000.00
17 April 2013 Perdeby website Giveaway R 6 000.00 R 18 000.00
18 April 2013 Dirty Pink City Event listing R 12 000.00 R 36 000.00
18 April 2013 What’s on Cape Town Event listing R 12 000.00 R 36 000.00
18 April 2013 Cape Town Social Article R 12 000.00 R 36 000.00
18 April 2013 Joburg.co.za Giveaway – Jason R 10 000.00 R 30 000.00
19 April 2013 Berea Mail Giveaway R 9 850.49 R 29 551.47
19 April 2013 Looklocal (Berea M. Mention) Giveaway R 6 000.00 R 18 000.00
19 April 2013 The Mercury Giveaway R 12 270.00 R 36 810.00
19 April 2013 Hype magazine website Article R 4 270.38 R 12 811.14
22 April 2013 Perdeby newspaper Giveaway R 4 500.00 R 13 500.00
22 April 2013 My Destination Cape Town Event listing R 4 000.00 R 12 000.00
22 April 2013 What’s on Durban Event listing R 12 000.00 R 36 000.00
22 April 2013 What’s on Durban Event listing R 12 000.00 R 36 000.00
22 April 2013 What’s on Joburg Event listing R 14 658.66 R 43 975.98
22 April 2013 What’s on Cape Town Event listing R 12 000.00 R 36 000.00
23 April 2013 What’s on Joburg Event listing R 14 973.90 R 44 921.70

Coverage Final

23 April 2013 Marketing Update Marketing press R 19 863.48 R 59 590.44
23 April 2013 What’s Up Jozi Article and giveaway R 20 974.05 R 62 922.15
23 April 2013 What’s Up Sport Article R 16 151.67 R 48 455.01
23 April 2013 The Marketing Site Marketing press R 31 237.25 R 93 711.75
23 April 2013 Mish Informed Giveaway R 9 000.00 R 27 000.00
24 April 2013 The Citizen Mention R 17 244.52 R 51 733.56
24 April 2013 Citizen Citivibe Feature R 36 489.19 R 109 467.57
24 April 2013 The Citizen Online Feature R 29 500.38 R 88 501.14
25 April 2013 Locally Whipped Article R 31 010.04 R 93 030.12
26 April 2013 Northglen News Article R 6 623.16 R 19 869.48
29 April 2013 Durban Zone Online Magazine Giveaway R 26 956.66 R 80 869.98
30 April 2013 Brothers Frost Giveaway R 12 000.00 R 36 000.00
01 May 2013 The Marketing Blog Marketing press R 50 000.00 R 150 000.00
01 May 2013 Get It Cape Town Article R 15 608.52 R 46 825.56
06 May 2013 Spice4life Article R 35 453.71 R 106 361.13
06 May 2013 Perdeby newspaper Article R 5 500.00 R 16 500.00
06 May 2013 UNI FM Giveaway R 1 500.00 R 4 500.00
06 May 2013 Texx and the City Giveaway R 12 000.00 R 36 000.00
07 May 2013 Varsity Newspaper Giveaway R 5 000.00 R 15 000.00
TOTALS R 629 143.40 R 1 887 430.20
  • DateApril 12, 2013