“The greatest and perhaps the only barrier to success, is the fear of failure.”
Background of the Activity
A strong offline connect that needed to be translated online. Creating a community based on the core attributes of the brand – daring, outgoing and high energy required a strong strategy that could break the clutter of traditional social media.
The challenge lied in communicating the proposition of ‘Darr Ke Aage Jeet Hai’ in a unique and challenging way every time. Digitally this involved getting the audience talking about their fears and ways of overcoming the same after a gulp of Mountain Dew. The page Mountain Dew India (www.facebook.com/mountaindewindia) launched in the month of November 2010 grew rapidly to a fanbase of over 4 lakh fans in a span of over 4 months. The stupendous boost can be attributed to the extreme affinity the audience had for the brand, with over 60% of the fan-based coming via users suggesting the page to their friends on Facebook.
What really kept the page alive, you wonder?
Massive user generated content.
Strategy and Planning – The Central Idea
“The only thing we have to fear is fear itself – nameless, unreasoning, unjustified, terror which paralyzes needed efforts to convert retreat into advance.” There’s always something that one fears in the world, however small the thing may be. Although the page was in no way a sure shot medicine for getting over your fears, but it surely portrayed an imagery where people could feel the rush in their blood and an attitude that was one of a go-getter!
