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Mountain Dew campaign gets inside Kevin Hart’s head

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If you’ve ever wondered what it’s like inside the head of comedian/actor/businessman/constant-brand-promoter Kevin Hart, soft drink Mountain Dew is giving you a peek.

Today, Mountain Dew unveiled its ‘Give Your Head a Mtn Dew Kickstart’ campaign, featuring hardest-working-man-in-show-biz, Hart. This marks the first time Hart will be seen in a Dew commercial.

The series of 15-second spots play off what's going through Hart’s head while he's getting pumped up with the beverage. In ‘Wrestler,’ WWE Hall of Fame Legend 'Mean' Gene Okerlund interviews Hart, who channels his convincing wrestling persona. In ‘Slap,’ which debuted during the NBA Playoffs, viewers saw double the Hart as he squared off against himself on the court, getting psyched before playing basketball. Rounding out the three spots is ‘Chopper,’ which features the comic revving the engine to his newest set of wheels – a neon-green colored motorcycle.

"People always wonder what goes on in my head and I don't blame them. There's a whole lot going on in there folks, and now you finally get to see what pumps me up – spoiler, it's me," said Hart in a release. "What's great about this Mtn Dew Kickstart partnership is that we get to have fun with it. Between bringing a fan courtside at an NBA Playoff game to filming these commercials, I'm proud of the work we're doing and hope the fans will enjoy it, too."

The commercials are part of the year-long partnership between Hart and the PepsiCo beverage that includes a 360-degree marketing campaign (TV, digital, social and experiential) and integration with Hart's Irresponsible Tour.

"These commercials perfectly capture the energy Kevin Hart is known for, while depicting the refreshing boost fans can expect from Mtn Dew Kickstart," said Chauncey Hamlett, senior director of marketing at Mountain Dew. "You drink a Mtn Dew Kickstart and it's as if there is a little Kevin Hart inside your head pumping you up, fueling your work ethic in pursuit of whatever it is you're chasing. We love the parallels between Kevin's mentality and our brand, and the collaboration on real-time opportunities and larger campaigns like this have been second to none."

The partnership was announced at NBA All-Star 2018 game with the 'Closer Than Courtside' campaign, which included a pop-up experience dubbed Courtside Studios and the launch of the #CourtSidekickContest. The winner of the contest recently joined Hart courtside at an NBA Playoff game.

See the spots by clicking on the Creative Works box below.

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Manchester United unveils official global mobile app

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Manchester United has unveiled an official mobile app powered by its digital transformation partner, HCL.

The new app features exclusive content, including the United Now feed – which collates the latest news, polls, stats, videos and blogs about the club– and a live matchday experience, including line ups, up-to-the-second match updates, live blogging, player stats and score updates from rivals.

The app will also provide exclusive content and behind-the-scenes player access.

Manchester United’s group managing director, Richard Arnold said: “This app will allow our 659 million Manchester United followers to easily connect to the club they love, wherever they are in the world. Fans will now have the opportunity to follow all Manchester United matches through the app with up-to-the-second notifications and updates.

"The app was created by a dedicated project team from HCL Technologies and Manchester United, ensuring a truly collaborative approach to the project. The team not only built the new app and website, but also created an advanced underlying platform that will give the club the ability to adapt as new technologies emerge.”

HCL Technologies’ corporate vice president, Ashish Gupta said: “Our partnership with Manchester United has been one of continuous co-innovation. HCL’s digital experience platform has driven significant business transformation combining digital product strategy and technology innovation to deliver a compelling user experience. The Manchester United official app has received excellent reviews from a worldwide fan base with downloads in over 210 markets."

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The Drum presents: Tom Ollerton talks to Rachel Falconer, head of Goldsmiths Digital Studios

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Talking about the latest marketing technology in order to make sense of it for brands and agencies to apply it through his podcast 'Shiny New Object' is Tom Ollerton, AI consultant and the former innovation director at We Are Social. In this latest installment, Rachel Falconer, head of Goldsmiths Digital Studios offers her thoughts on the impact blockchain will have on the marketing industry.

Each episode of The Shiny New Object Podcast will be distributed in partnership with The Drum and can be followed by subscribing through the Apple podcast app (which also currently features the SheSays Says series) here on the website or follow The Drum's SoundCloud page.

Tom Ollerton is a consultant in the field of creative artificial intelligence. He helps brands use the speed and scale of AI to make their content and media budgets work harder. Tom runs a monthly meetup called ‘I’ll Be Back’ that studies the intersection of creativity, ads and AI. Each week he interviews an influential marketer about their favourite new marketing technology.

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Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more appeared first on Marketing Land.

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