Mountain Dew MDX

A little ad for Mountain Dew caught my eye last night, (link to YT as this is yet another brand site not letting you link directly). A catchy tune, dancing plasticine figures and a call to action at the end of the ad asking how sharp you are – can you answer the question posed? So far so good, they’ve got my attention and I’m off to the website at staysharp.tv.

Here I find 4 videos, including the one I’ve just seen on TV. Playing any of them gets you a little quiz at the end, asking about things in the video. And that. Is. It. Nothing more, a blurb about the product and a form to send to your friends, with space for 8 emails in total with no mention of what they will do with those addresses. And so I feel disappointed at this point there’s not more to this.

But that is one of the key difficulties with tying all of these things together – what is the pay off? How do you continue to get engagement, how do get people to go away happy. I’m not the key demo for this brand, but with the profusion of entertainment found on the web does this add anything to the pot?

You could have paid this off with a coupon for money off. Or making the site more interactive, letting you link to you link to the videos, doing something slightly more with them. Or how about letting me set my own questions and sending my own quiz off to my friends. And after saying all of this, now I’m off for discussions about how to reward people for visiting a website I’m working on :-(