Continually evolve Mountain Dew’s physical presence and on-site activation to keep consumers engaged at Dew Tour, its biannual flagship skateboard and snowboard event.

Doing the Dew.

For more than 10 years, my primary role on this biannual project was to lead a cross-functional team responsible for designing and producing the event presence, creating branded premium giveaways and finding new ways to engage with consumers on-site and online. I also managed the POS design and production process to help promote event details and custom offers in large- and small-format retail partners around the country.

For recent events, I helped concept an athlete showcase theme which allowed consumers to interact with custom fabricated lockers displaying items relevant to the personality of each professional skateboarder and snowboarder on Dew’s roster. This theme was carried through prize activities, pro skateboard giveaways, supporting video content and a social hashtag strategy.

My role.

• Concept development

• Design oversight + feedback

• Creative project management

• Production management

• Organic social + paid digital ad management