They’re known for their creative, funny, and often over the top commercials that tend to feature well-known celebrities pitching their product. The company I chose to look at is the soda company, Mountain Dew. Mountain Dew not only holds a strong advertising presence in television commercials, they also hold a social media presence on Twitter.
They’re strongest social media presence is probably on Twitter, with over 577K followers and their logo featured prominently as their profile picture and cover photo and their pinned tweet being their most recent Super Bowl commercials featuring Peter Dinklage and Morgan Freeman (which is also posted on their Instagram page) Using well-known celebrities in their commercials not only grabs consumers attention right away, posting the commercials on their social media for people to retweet or easily pull up to watch again whenever they want to seems to be a big marketing strategy for them. This leads me to believe that their target audience is probably younger people, since they’re probably the demographic that most use social media and that will most likely know who their celebrity endorsers are.
Their Twitter is also full of sassy tweets and hashtags directed at Doritos (their competition in their most recent ad campaign) saying things like “What’s that? We can’t hear you over all that hot air. #Bye #ICECOLD”. These kinds of sassy, funny tweets are a big trend for companies right now, presumably in order to also relate to young demographics.
Mountain Dew also often responds to famous people’s tweets about their company, usually in that same sassy tone. I included a screenshot where a famous basketball player tweeted about how the Doritos/Mountain Dew commercial was the “hardest” thing he’s ever seen, in which Mountain Dew responded saying they were always looking for a “new challenger.” This comedic back-and-forth has become a staple for product companies like Mountain Dew in order to seem more relatable to consumers.
They also work on their relatability by sometimes publicly responding to consumers who tweet at them. This use of social media bridges the previous gap that corporations and their consumers had on a communication level. Previously, people usually had to call some hotline in order to discuss a product with someone involved with the company, and it usually was only about official comments or complaints. Now, consumers can interact with companies on a seemingly more horizontal level, almost like peers.
While Mountain Dew has very strong branding abilities with their constant use of relevant hashtags, public interaction, celebrity endorsement, and following social media trends, I do find their social media marketing strategies to be pretty one-dimensional. Maybe that’s all they really need to appeal to their main consumer demographic, but since Mountain Dew is such a huge, well-known company, I think they could also use their social media in a way to both promote their products and contribute to some greater good. They don’t really seem to contribute much to any social, political, climate, etc. kind of issues (at least that is prominently displayed on their social media pages). That kind of more serious advertising, along with their quirky style, could make them for a more well-rounded company that more people feel good about supporting because they are using their influence to push awareness of a certain issue, similarly to how companies like Coke do with issues like climate change. That would be my biggest suggestion to add to their social media presence.