FOXBOROUGH, Mass. – The New England Revolution won Partnership Activation of the Year at the 2016 MLS Club and Executive Awards last Thursday night in Los Angeles. Throughout the 2016 season, the Revolution and PepsiCo partnered to launch ‘DewDiego’, a local extension of Mountain Dew’s nationwide ‘DEWcision’ campaign featuring player spokesperson Diego Fagundez. The activation teamed Fagundez up with Mountain Dew to bring fans behind-the-scenes content in virtual reality, exclusive VIP experiences at Gillette Stadium, a consumer sweepstakes for match-worn gear, and more.
‘DewDiego’ featured a wide slate of activation elements, which successfully helped the Revolution and Mountain Dew engage directly with young fans across Massachusetts. Among those elements was a behind-the-scenes look at a Revolution training session and match day through the eyes of Diego Fagundez, which the club and Mountain Dew partnered with virtual reality company STRIVR to develop (WATCH HERE). Mountain Dew, the Revolution, and Fagundez received prominent placements in over 100 grocery stores throughout New England, driving incremental Mountain Dew sales across the region. Fagundez later visited many of these grocery stores around Massachusetts to meet and greet fans and showcase the customized virtual reality videos.
“As a club, we strive to take a communal approach to everything we do, and this partnership with Mountain Dew was an excellent opportunity for us to offer behind-the-scenes access while connecting with our fan base,” Revolution President Brian Bilello said. “PepsiCo has been a great partner of the team since our inaugural season in 1996 and we appreciate their continued commitment to the Revolution and our fans. We are fortunate to work with their amazing team - their support and leadership was vital to the success of the project.”
Fagundez also pledged to dye his hair to match the winning color of Mountain Dew’s ‘DEWcision’ 2016, which allowed consumers to vote for their favorite limited time flavor of the soft drink. In addition, the Revolution and PepsiCo hosted retailers, employees, and fans at Gillette Stadium for pre-game meet-and-greets with Fagundez, a Revolution Academy soccer clinic, and a ‘Chalk Talk’ event that provided guests an inside look at how the team prepares for an upcoming opponent on match day.