The Mountain Dew Dance Party in Chicago


Moderne and Latin Works partnered to deliver Mountain Dew’s own brand of party to Chicago’s Cuban Festival, Taste of Mexico and Puerto Rican Festival. A summertime bash, the Mountain Dew party celebrated with lights, a flash tattoo station and on-the-spot snapshots to show brand support.

A Taste of Something Different

Mountain Dew’s appearance wasn’t at all unfounded, but it spiced up Chicago’s Hispanic events with a huge, multi-night bash. The Mountain Dew Party, premiering its all-Dew dance floor, presented lights, a Mountain DJ and a reason to remember its presence.


Taste of Mexico, the Chicago Cuban Festival and Puerto Rican Festival were prime locations for Mountain Dew’s presence. South-of-the-Border food-lovers, culinary masters and Chicago’s Little Village residents were all exposed to the event’s musical happening, and flavorful food was certainly not forgotten. Above all, Mountain Dew’s presentation aligned its all-fun strategy with some of Chicago’s best food. A taste of something different, Mountain Dew promised a fantastic pallet cleanser alongside each event’s much-sough-after food. Nearly a dozen Chicago restaurants presented all-time-favorite dishes, ranging across enchiladas, tacos, flautas, gorditas and tortas.

The Culinary Stage

Chicago’s wild events didn’t stop there, nor did Mountain Dew miss an opportunity to pair off with Chicago’s nightlife. Each event’s non-stop musical lineup, food workshops and daily cooking demonstrations took place on a big-time culinary stage. Top chefs, arts and crafts and even carnival rides were present, and the brand’s flexible approach to excitement, sports and hospitality was a welcomed guest.

Marketing Via Snapchat

Probably Mountain Dew’s most memorable addition was its snapcode-driven marketing event. Within the Mountain Dew dance, event-goers were given the chance to scan Mountain Dew snapcodes—signing them up for the brand’s own Snapchat channel. You’d be correct in guessing Mountain Dew’s strategy, here. Nightlife, action, food and music are all wonderful Snapchat opportunities, and event-goers didn’t miss a beat in hopping to the brand’s Snapchat channel.

Sent Snapchats were given event-exclusive geofilters, making Mountain Dew’s presence clear. Printing Snapchats, too, was an option—an option presented to immediate guests to support the event’s all-access environment.

Drink Variety and New Flavors

While dancing, Mountain Dew party-goers were also urged to try Mountain Dew’s bartending station. Its hosted variety of Dew drinks included eight flavors—including the brand’s much-loved Kickstart Orange Mango and Voltage flavors. Kickstart Orange Mango, in particular, has been deserving of the brand’s marketing love for some time. Chicago, ever-sought for its attribution to fine dining and drinking culture, couldn’t have served as a better platform for it. Where get-out-and-go marketing efforts are considered, Mountain Dew dominates in selecting prime advertisement real estate. Many event-goers sampled, promoted and became lifetime lovers of the Dew—making this event a win-win at every angle.