Paintballing Meets Street Art: Mountain Dew’s New Campaign
Mountain Dew Energy UK has debuted a Facebook app, challenging fans to create a unique piece of digital street art. The winner will become the brand’s official street artist and a £5,000 prize. To promote the campaign and beverage, Mountain Dew shot a video enlisting the Graffiti Kings to produce paintball portraits immortalizing Johnny Knoxville and Dave Grohl in London’s graffiti hub, the Leake Street Tunnel. Knoxville and Grohl were chosen by fans via a teaser campaign based on how well they embody the Mountain Dew Energy spirit.
Armed with two paintball guns and 1,000 paintballs, the music and television daredevils were recreated in 10×12 feet mural form. The focus on street art culture is part of Mountain Dew’s wider branding strategy around extreme sports and adventurous attitude, and in this case is both a tribute to the energy and attitude of the drink’s fans
Recent Articles By Kyana Gordon 
Kyana Gordon is a regular contributor to PSFK. She is also a writer, strategist, and DJ based in Brooklyn, New York. On Twitter, @DRohsnap is her name.
Daily Ideas & Inspiration Email