LOS ANGELES, CA - FUEL TV, the only television network dedicated to the lifestyle of action sports; PepsiCo’s Mountain Dew brand; and Alli, the Alliance of Action Sports, are pleased to extend their media venture “Dew Underground” to cover the Winter Dew Tour. The initiative incorporates on-site experiences at each Winter Dew Tour stop and short-form content distributed through multiple distribution platforms including linear television, websites, and other digital outlets.
The “Dew Underground” winter experience will take place at each Winter Dew Tour stop, featuring a new studio environment where the world’s top snowboarders and skiers will be interviewed in front of a live audience. Additionally, the “Dew Underground” winter venues will showcase local artists and musicians in interactive displays. “Dew Underground: Winter” will highlight the lifestyle of self-expression that surrounds the mountain lifestyle with segments exposing local hot-spots, bands, and artists.
Then, “Dew Underground: Winter” will live as content distributed through various media outlets, including television segments on FUEL TV and NBC, as well as being posted on the FUEL TV, Mountain Dew, and Dew Tour websites. Segments will also be posted on Hulu.com and myspace.com. In addition, FUEL TV will make “Dew Underground: Winter” podcasts available via iTunes.
Select “Dew Underground: Winter” interstitial segments will air on NBC’s Saturday and Sunday broadcast of each Winter Dew Tour stop. Then segments will air on FUEL TV’s daily interview and variety show “The Daily Habit,” and will rebroadcast as interstitial programming throughout the month.
“The Daily Habit,” will also produce several new “Dew Underground”-specific segments dubbed “Snow Patrol”. These comedy skits are based on the popular “Dawn Patrol” interstitials.
“Earlier this year, we partnered with Mountain Dew to create the ‘Dew Underground’ series from each stop on the Dew Tour,” says CJ Olivares, FUEL TV’s General Manager. “Based on the incredible response of both the live and television audiences, we couldn’t allow the series to go into hibernation for the winter. From interviews with the biggest action sports stars, to checking out some of the coolest local bands, artists and shops in these winter resorts, ‘Dew Underground’ will get our audience the insider’s perspective they can’t get anywhere else.”
“‘Dew Underground’ highlights just how FUEL TV works directly with partners to create unique and meaningful content and connections,” adds Olivares.
“Mountain Dew was thrilled with the success of ‘Dew Underground’ during this year’s summer Dew Tour,” says John Stamatis, Senior Marketing Manager, Pepsi Sports Group. “The winter programming extends the excitement and gives fans yet another chance to see their favorite athletes, bands and artists in action. The partnership we’ve built with FUEL TV and the Dew Tour is proving to be one that helps reach the audience we need to reach in an authentic way.”
The “Dew Underground: Winter” compliments FUEL TV’s extensive coverage and support of the Dew Tour. FUEL TV has been a broadcast partner with the Dew Tour since its inception, and FUEL TV commits more than 200 hours annually to coverage of the Dew Tour across various shows.
FUEL TV’s news program, “The Weekly Update with Boost Mobile,” will continue to provide Winter Dew Tour recaps after each stop, which will broadcast on both FUEL TV and Fox Sports Net. “The Daily Habit” will also feature numerous Dew Tour competitors, and these shows are timed to promote each stop of the tour.
FUEL TV
FUEL TV is the only action sports cable and satellite network in the U.S. FUEL TV’s programming covers the lifestyle and culture of skateboarding, snowboarding, surfing, BMX, freestyle motocross, and wakeboarding. Through its original and commissioned series and specials, short-form content, films, and prestigious event coverage, the channel features action sports athletes — in motion and in exclusive interviews — emerging musicians, celebrities, and breaking news. A unit of Fox Cable Networks, FUEL TV was launched July 1, 2003 and is seen in more than 25-million U.S. homes. FUEL TV also has dedicated networks in Australia and Portugal and its content is viewed in more than 100 countries internationally. To subscribe to FUEL TV, call 877-4-FUEL-TV. For program times and other information, visit www.fuel.tv .
Winter Dew Tour
The Winter Dew Tour consists of three major, multi-sport events spanning across the country, with a cumulative points system, and a $1.5 million competitive purse. Each event features men and women’s snowboard (superpipe and slopestyle), and men’s freeskiing (superpipe and slopestyle). At season’s end, the overall point’s leaders in the six disciplines are crowned year-end champions and awarded the prestigious Dew Cup. As part of an Alli property, key lifestyle elements compliment the competitions at each Tour event including the Festival village, specialty competitions, and live cutting edge music. The Winter Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2 and USA. The Winter Dew Tour is also distributed on FUEL TV, Universal HD, Rush HD, and internationally on Eurosport, Fox Australia, Extreme Channel and Allarco superchannel. Winter Dew Tour partners include Mountain Dew (tour title sponsor); Toyota (event title sponsor). Associate partners include Ball Park, Nike 6.0, PlayStation®, Wendy’s, and Verizon Wireless. More information can be found at www.allisports.com.
Mountain Dew
Mountain Dew is a product of Purchase, N.Y.-based Pepsi-Cola North America, the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Pepsi-Cola North America’s other brands include Pepsi, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tava, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
“Dew Underground”
In the winter of 2008/09, action sports fans have the chance to experience the Winter Dew Tour like never before. Only Mountain Dew takes consumers beyond the competition by providing unprecedented access to the cities, culture and athletes surrounding the tour. With the help of FUEL TV, “Dew Underground” comes to life at each tour stop by immersing fans in a state-of-the-art event and studio show experience that will highlight the best in music and art from the local communities.
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December 09 2008 |
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