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Dew Tour 2012: Activation Station Case Study

Large events like the Dew Tour with huge corporate sponsors offer a great showcase of activation ideas for brands of all sizes to take note of. While money doesn’t always buy you an effective message to the core action sports demographic, there are always hits and misses in the sponsorship village that provide a broad spectrum of insights of what works. And what tanks.

On December 13-16, the Dew Tour’s Mountain stop descended on Breckenridge, and while Mark McMorris was busy winning the Dew Cup on the slopes and Shaun White hucked his way into another pipe title, we were purusing the sponsor village for a look at what brands like Pantec, Mountain Dew, and Paul Mitchell were doing on one end of the budget spectrum, and companies like Flux, Never Summer, and Frends were doing on the more endemic side.

VIEW: THUMBS ENLARGE
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As title sponsor of the tour, Mountain Dew kept its brand front and center from the town to the Mountain. The Burton x Mountain Dew bus was parked slopeside throughout the event as a mobile billboard.

Follow the jump for some gratuitous snow porn from the contest…

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