Where creativity gathers.
Local Student Ad Team Wins National Advertising Contest
Local Student Team Wins National ‘Mountain Dew’
Advertising Competition
SJSU was fortunate enough to participate in the recent Mountain Dew national competition in a beginning advertising class through an assignment given to teams of students. Students created a 12 second commercial for a new flavor from Mountain Dew that would be critiqued by a panel of outside professionals in the class. Next the top three winners would be submitted to the competition. A panel of national ‘Dew’ enthusiasts pulled together by PepsiCo would determine three finalists, one each for the three new flavors Mountain Dew was trying to introduce. Our ‘Whiteout’ commercial created by Jennifer Mihalyi and her boyfriend Steven Wong was one of the three winners. As limited distribution of the product was initiated by PepsiCo, the three finalists were given actual production budgets to produce a 15 second version of their commercial that would then be voted on by consumers nationwide at a newly created website, ‘Dewmocracy.com.’ The students wrote and directed the commercial, ‘Ninja’, which was filmed in LA’s Chinatown district. Pepsi ran the spot on national television, first in combination with the 2 other winners and then by itself. Together with Mountain Dew and SJSU’s on-campus communications agency, DB&H communications, we both took on getting the vote out.
Promotions on campus with posters, PR stories and ads in campus media, made everyone on campus aware of the winning project and what was needed to further help win at the National level. Team members integrated a social networking campaign that spread to every state of the Union. The voting continued for over two months, so reminders throughout the term of the contest were also fully integrated into the campaign. The result, Team ‘Whiteout’ from SJSU won the National competition, 44% to 40% from the next closest competitor and it is the new product flavor with increased distribution.
This was a great opportunity for the students and the department of advertising at SJSU as a whole to experience the real world of advertising.
Advertising Competition
SJSU was fortunate enough to participate in the recent Mountain Dew national competition in a beginning advertising class through an assignment given to teams of students. Students created a 12 second commercial for a new flavor from Mountain Dew that would be critiqued by a panel of outside professionals in the class. Next the top three winners would be submitted to the competition. A panel of national ‘Dew’ enthusiasts pulled together by PepsiCo would determine three finalists, one each for the three new flavors Mountain Dew was trying to introduce. Our ‘Whiteout’ commercial created by Jennifer Mihalyi and her boyfriend Steven Wong was one of the three winners. As limited distribution of the product was initiated by PepsiCo, the three finalists were given actual production budgets to produce a 15 second version of their commercial that would then be voted on by consumers nationwide at a newly created website, ‘Dewmocracy.com.’ The students wrote and directed the commercial, ‘Ninja’, which was filmed in LA’s Chinatown district. Pepsi ran the spot on national television, first in combination with the 2 other winners and then by itself. Together with Mountain Dew and SJSU’s on-campus communications agency, DB&H communications, we both took on getting the vote out.
Promotions on campus with posters, PR stories and ads in campus media, made everyone on campus aware of the winning project and what was needed to further help win at the National level. Team members integrated a social networking campaign that spread to every state of the Union. The voting continued for over two months, so reminders throughout the term of the contest were also fully integrated into the campaign. The result, Team ‘Whiteout’ from SJSU won the National competition, 44% to 40% from the next closest competitor and it is the new product flavor with increased distribution.
This was a great opportunity for the students and the department of advertising at SJSU as a whole to experience the real world of advertising.
Views: 3
Comment
© 2012 Created by Shali Nguyen.
Powered by 
.
You need to be a member of AAF Silicon Valley to add comments!
Join AAF Silicon Valley