On The Campaign Trail: Mountain Dew Kickstart & DTRIX

Here’s a brand partnership that tugs right at my hamstrings.  Following Mountain Dew’s hilarious “Come Alive” Super Bowl spot, the brand re-teamed with YouTube sensation/So You Think You Can Dance alum Dominic “D-Trix” Sandoval for another dance-themed campaign to promote its Kickstart line of beverages.  

The contest allowed entrants to post a video of their best dance moves via Twitter and, if selected, collaborate with D-trix on a future episode of his wildly popular "Now Add a Dancer" web series.  This campaign may not help you crack the code on that whip/nae nae dance, but it’s a great example of using entertainment and the power of collaboration to connect with consumers.