Home  › Marketing
mountaindew2

Mountain Dew Brand Publishing Success Opens Door to Third-Party Ads

  |  December 11, 2013   |  Comments

Mountain Dew's branded content hub may turn advertising into a profit center, as evidenced by their success with Green-Label.com.

Six months after consolidating its digital media efforts into a lifestyle hub called Green-Label.com, the site has proved its mettle and is ready to host ads from other, compatible brands.

The Green Label initiative has been running since 2007 and has included a variety of partners over the years.

Six months ago, Complex Media and Mountain Dew launched Green-label.com, a joint venture, to become a hub for lifestyle content for young males. It replaced several websites and a YouTube channel that had been overseen by PepsiCo Americas Beverages since 2007.

mountaindew1 

The change, according to Jamal Henderson, senior product manager for Mountain Dew, was consumer-led. Millennials don't think of art, music, fashion and other interests in a siloed fashion, he says. "They're all interconnected from a passion point standpoint. It's all things in emerging youth culture."

He adds, "We still have a great dotcom; but when you think about repeat visitors and an ongoing dialog, it's a change from campaign-based marketing to always on."

That always-on element is the result of almost nonstop publishing by a dedicated editorial team led by Complex Media. The site publishes eight to 12 new and original pieces each day, from quick-hit news pieces to multimedia to long-form pieces. Some aim to build search-engine equity while others are designed to promote social sharing.

"Historically, when brands want to get press, they have to create content, write a press release, and hope that MTV or whoever picks it up positively and in a way that’s meaningful for their brand," says Moksha Fitzgibbons, head of sales and marketing at Complex. "Now, they can construct that story and market it out to consumers. We've taken the hoping and guessing out of it."

mountaindew2

In its 10-year-old partnership with PepsiCo, Complex Media also worked with Dr. Pepper on a social media campaign that promoted music videos of up-and-coming artists. In October, it broke a new campaign for Dockers, also aimed at Millennia males, that featured a shoppable video with British hip-hop artist Tinie Tempah.

From July through November 2013, Green-label.com has grown steadily, with page views growing by 500 percent. The site averages 10 page views per visit and four minutes average visit duration, both doubling from July. Says Henderson, "The site is at a point where we will be able to support that, and it continues to legitimize us as a destination, as opposed to a corporate website."

This month, Complex will begin to sell outside ads for the site, although the brands and their creative will be vetted by Mountain Dew. Both companies will share revenue. For now, Green-label.com will not create native or custom ads specific to its site; instead it will host ad campaigns running across the Complex Media Network that includes other sites targeted toward young males, such as Androids Dance and Sneaker Report.

In other words, if you look at Green-label.com as advertising, Mountain Dew is on track to turn its advertising from a cost center into a profit center.

Says Henderson, "This whole thing is a native ad in some ways -- and I think one of the coolest articulations of that."

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...
    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...