Dew Challenge 2023

Dew Challenge is back – a riveting tournament sponsored by Mountain Dew! Being a dynamic and exciting event that spanned five months from August to December, the goal was to revolutionize brand engagement with an unique experience to the young audience.

The idea was to connect Mountain Dew with the youth through an immersive experience that merged virtual into reality. We wanted to offer fun not only in the virtual zone but also in reality, while also achieving 2 Guinness World Records. This dual-reality approach offers a once-in-a-lifetime experience, setting a benchmark that no other brand has accomplished.

It was a nationwide event connecting various brands and industries such as 7-Eleven, Honor, various F&Bs, cinemas, and educational institutions combining to a total grand prize of RM500,000.

It all kicked off with the creation of a TV commercial. This was strategically distributed across various offline advertisement platforms, social media platforms and on Astro. 3.75 Million custom Mountain Dew bottle caps with unique codes were distributed across Malaysia, allowing participants to redeem special items. Participants were also provided with a free option of achieving points and rewards through a gamified treasure hunt campaign. In this campaign, participants went into partner outlets to scan QR codes and redeem free items. We worked with over 2,800+ partners stores such as Dominos, 7-Eleven, Taco Bell, Aeon Mall, MBO and more.

We also embarked on truck roving that went into 30 locations. Customised with Mountain Dew and PUBG Mobile branding, the truck became a mobile hub of excitement, offering engaging activities that enticed attendees to register on the event website.

The event unfolded across four distinct regions – Sarawak, Penang, Johor, and Selangor – each hosting its own segment of the action. Teams from each region vied for supremacy in intense PUBG Mobile tournaments, showcasing their skills and strategies to secure victory. But the competition didn’t end there.

The top four teams from each region faced an exhilarating twist as they transitioned from virtual battlegrounds to a real-life paintball arena meticulously crafted to resemble iconic maps from PUBG Mobile. Here, they engaged in adrenaline-pumping battles, bringing the digital world to life in an immersive and thrilling experience.

As the dust settled in each region, the journey culminated in the Grand Finale held at Sentul Depot on December 16th. This epic event not only hosted the culmination of the tournament but also witnessed history in the making as Geek Fam shattered not one, but two Guinness World Records on the same day, marking an extraordinary achievement and solidifying their legacy in the gaming community.


More Posts

Get in touch with us!