"Our overall strategy is to really engage the fans of Mountain Dew and Diet Mountain Dew and bring them into the fold in a number of interesting ways, whether that's real-life events, social media, traditional media, in-store activation," said Lisa Grey, brand manager for Mountain Dew, which is working with Porter Novelli on the campaign.
This is the first time the company has introduced a limited edition flavor for the Diet Mountain Dew brand. Consumers were first alerted about the flavor via social media.
"The main objective is to build awareness about the brand and this specific launch," Grey added. Mountain Dew hopes the event will build organic buzz leading up to the August 10 launch.
For those fans who could not attend the event, Mountain Dew updated its Twitter and Facebook accounts with notes and photos from the event. Diet Mountain Dew Ultra Violet will be available for 12 weeks.