Mountain Dew pioneered the first Discord Quest by a consumer food & beverage brand, partnering with World of Warcraft to organically engage Gen Z players.
Results
Overview
Recognizing the challenge of connecting with the valuable Gen Z player audience, Mountain Dew launched a Quest in collaboration with the popular World of Warcraft (WoW) franchise. By incentivizing players with an exclusive in-game item through their partnership with WoW, Mountain Dew organically integrated its brand into the gaming experience and gave players another reason to get excited and connect with each other around their brand. The campaign showed how effective Discord Quests can be for bringing brands and gaming communities together.
Problem
Mountain Dew’s primary objective was to drive brand awareness and connection with Gen Z, with a specific focus on game players. To achieve this, they developed a Discord Quest with the beloved WoW franchise, acknowledging the need for genuine engagement with this hard-to-reach audience.
Solution
Mountain Dew became the first fast-moving consumer goods (FMCG) brand to run a Quest, integrating their brand organically into the gaming experience they set up with WoW and rewarding players for doing what they already love. They tasked players to stream WoW to a friend for 15 minutes to win an exclusive, in-game item: the Crown of the Violet Rose transmog.
Reward
The highly desirable Crown of the Violet Rose reward successfully motivated WoW players to complete the Quest.
Results
This first-of-its-kind FMCG Quest attracted thousands of participants, boosted a 30% increase in daily Discord streamers for WoW, and generated positive social media buzz. These efforts translated into significant brand uplifts: a 16-point increase in brand favorability among exposed audiences surveyed and a 6-point lift in positive brand perception, clearly indicating enhanced appeal for Mountain Dew following the campaign. This campaign’s success underscores the potential for meaningful brand-player interactions through Quests.
