Mtn Dew is launching a series of bite-size videos featuring a pint-size animated character, in the hopes of attracting attention on mobile devices.
"Dewdles," a series of eight 15-second videos, features animation on top of live action and was shot with a variety of cameras, including iPhones. The character -- unofficially known as "little dewd" within the brand -- is decked out in a helmet and cape in Mtn Dew's trademark green and red. In the videos, he takes a ride on a bottle rocket and the lever of a toaster.
The intent is for Dewdles to be an ongoing effort, with more videos rolling out in the coming months. BBDO New York worked on the campaign.
"Mtn Dew is not about jumping out of space or anything extreme. It's bringing exhiliration to those everyday moments," said Jamal Henderson, director-brand marketing for Mtn Dew. "It's light, snackable, cool stuff. We're seeing our consumers consuming a lot of content on mobile now, and it's the perfect size for that screen."
The campaign launched with a 30-second buy during the MTV Video Music Awards -- two of the Dewdles clips were strung together -- but the primary focus is digital. The videos will be released natively across Instagram, Twitter, Facebook and likely, Snapchat. There will also be paid efforts in some of those channels.
"We're hoping the VMAs can draw some awareness to the second screen where consumers can discover all eight of the videos," Mr. Henderson said.
The brand is watching Snapchat closely and is intrigued by the opportunity to tell longer stories on the platform, Mr. Henderson added. "We're looking at it more and more each day," he said. "We already have a pretty good base of followers, and we're experimenting with it."