MuchMusic and Mountain Dew reach new heights as they team up for the #DoAwesome project, a kick-@ss, multi-faceted brand partnership supporting the Mountain Dew cross-country Do Awesome. Do the Dew! tour. Kicking off with a Ski and Snowboard Rail Jam at Yonge-Dundas Square in Toronto this weekend, March 2 and 3, Much connects fans to the event through on-air coverage hosted by MuchMusic’s Jesse Giddings. Online muchmusic.com is home-base to the #DoAwesome pop-up blog lead by #DoAwesome co-hosts and snow culture experts Evan and Caley.
“MuchMusic thrives on bringing its audience closer to the personalities and events they love,” said Neil Staite, Vice-President and General Manager, Music and Entertainment, Bell Media. “The #DoAwesome, project fuelled by MuchMusic is poised to generate the most authentic, exciting and up-to-date content for our client and their followers, generated by the very people who make up the culture; the influencers and the fans.”
“The partnership between Mountain Dew and MuchMusic is exciting for us because they are two bold brands that are about bringing exhilarating experiences to consumers, “says Ryan Collis, Director of Marketing, Mountain Dew. “Mountain Dew is thrilled to be bringing the mountain to downtown Toronto for the Do Awesome. Do the Dew! tour.”
Throughout the Mountain Dew. Do Awesome. Do the Dew! tour, muchmusic.com is the go-to site for all things #DoAwesome. Fans can experience the amazing personalities, lifestyle, and stunts of the ski and snowboard world with constant updates from #DoAwesome co-hosts and snow culture experts Evan and Caley. The pop-up blog features videos, event listings, updates and links. The #DoAwesome project is also a social media call to action supporting the Mountain Dew Do Awesome. Do The Dew! launch event at Yonge and Dundas Square. Throughout the campaign, Evan and Caley ask the Much audience for their opinion on what’s awesome.