Mountain Dew

Winter Engagement Tour

Training Objectives
Learn more about SDI Marketing and the brand that you will be representing:
- SDI Marketing Overview
- PepsiCo & Mountain Dew
Get a firm understanding of your role as a Mountain Dew Brand Ambassador
Gain confidence in the brand you are representing
Understand your program objectives and how to achieve them
HAVE FUN!

SDI COMPANY OVERVIEW

For over 24 years, SDI has been creating innovative marketing programs,
designed to build brands through increased awareness and sales. We go
one step further by building an experience around a brand to make
consumer recall as strong as it can be.

To be successful, you have to make some noise out in the marketplace. You
have to be noticed create moments that connect with consumers and
drive them to your brand. As one of the industrys originators of Experiential
Marketing, its a big part of what we do best. Through various live events
and lifestyles programs, we help clients build brands and relationships with
consumers, employees and brand influencers.

SDI COMPANY OVERVIEW

4 SPECIALTY DIVISIONS

Customer and Loyalty (Credit Card Acquisition)

Consumer Engagement (Experiential Marketing & Sponsorship Marketing)
Epic Events (Fundraising Initiatives)
ARC Sports Group (Player Agency)

SDI PHILOSOPHY
Direct interaction with consumers in a relevant manner.
All of our programs must provide a memorable experience for the consumer.
Make our Clients business our business.

THE 3 ES
Education communicate the features & benefits of what you are promoting.
Entertainment create an impression on your consumer.
Energy smile, be friendly, proactive and ENTHUSIASTIC.

WE HAVE NATIONAL PRESENCE!

WHY ARE YOU IMPORTANT?

AN AMBASSADOR IS
SOMEONE WHO CAN ATTRACT, INTERACT, TRANSACT, AND SATISFY

Make eye contact and engage the all consumers

Greet passer byes with confidence and a positive attitude
Be fun and energetic yet professional at all times
Your pitch should be clear, logical, and well thought out
Remember key points & messaging
Gauge interest and be persistent
Display your excellent product knowledge
What is the product? Why is it unique? Why should they want to participate?
Leave a lasting impression People see thousands of different products
and activations, so make sure they remember you!

AN AMBASSADOR IS
ORGANIZED - In this job, we always ask that you are one step ahead of the
game. The day before a scheduled shift, review the following:

You have your schedule and arrive on time for set up

You map out your directions
Your prepared for a full day of activation
You work well as a team to ensure a successful shift!

AN AMBASSADOR IS

A representative of SDI Marketing

A representative of SDIs Clients

THE MOST
An ambassador for Mountain Dew
IMPORTANT
The image and personality of Mountain Dew
PART
Credible to the consumer
OF ANY
The first and last impression
An educator of the consumer
MARKETING
An entertainer of the consumer
CAMPAIGN!
An energizer of the brand

REP DOs
DO - arrive ahead of time for every shift, account for potential traffic issues for the time
needed to drive/get to the school. We must always be fully set up at least 1 hour
BEFORE the scheduled time!
DO Represent the brand as your own - SMILE. Whatever you say or do will be the
image consumers will take home with them. Everyone is a consumer so please be
courteous and friendly at all times.
DO Engage consumers, this is your main goal. Start conversations with EVERYBODY!
DO Remember that even if you have spoken to 10,000 consumers, it is the 1st time you
have spoken to each customer! Make them feel special (after one rememberON TO
THE NEXT ONE!)

DO - Ensure that you are familiar with the various features of the brand you are
representing by having all key messaging be 100% correct.
DO Ensure you are maintaining your product integrity by keeping product chilled.

REP DONTs
DONT Smoke or eat on the job. If youre on your break, eat, drink, etc. AWAY from
the set-up.
DONT Consume any competitor soft drinks during shift hours. If you chose to have
drinks after work, please ensure you are out of your uniform.
DONT Take brand insults personally.
DONT - Become confrontational or overly defensive.
DONT Appear bored, disinterested, or anxious to leave.
DONT Talk/Text on your cell phone while working. Please save all instant messaging
and phone calls for your break.
DONT Leave your footprint/station unattended.

MOUNTAIN DEW!
DEW brand stands for:
Be bold! Overcome fears and try new things

Be exhilarating! Push yourself and never stop trying

Be disruptive! Be open to anything except the status quo

DEW is adventurous and non-mainstream

BASE DEW

http://www.youtube.com/watch?v=ts5NBQpCqa8

http://www.youtube.com/watch?v=76xTdNvYZ0g

http://www.youtube.com/watch?v=CcWnfduAS_E

BASE DEW

DEW provides a powerful and exhilarating rush/charge

Mountain DEW delivers a charge that dares you to challenge yourself

Mountain DEW is the bold, citrus flavor pop that vibrates with energy

Uniquely chuggable due to lower carbonation that other pop

PROGRAM OVERVIEW

PROGRAM OVERVIEW
Brand Essence: Bold & Distinctive
GET
18 year old guys (target of 15-24 year olds)

To

By Telling Them
To taste the exhilarating refreshment

WHO
Live life with passion

Try base DEW

SUPPORT
Only Dew has that bold & chuggable citrus
charge

Tone: Bold, adventurous, distinct, authentic & confident

PROGRAM OVERVIEW
The Mountain Dew Trailer will be making a cross- country tour stopping at ski
hills, college & universities along the way to Sun Peaks, BC. At Sun Peaks
Resort March 27 March 29 will bring the first ever Dew Tour AM Series to
Canada. We will engage our target following the below program scope:

3 Week Winter Program: March 7 March 31

Blue Mountain Resort, ON
Sunshine Village Resort, AB
Multiple C&U locations along route!

Objectives/Strategies
Approach our consumers on and off the hill giving them an experience like
no other. We will provide full can samples to all and invite them to indulge in
the trailer we bring to them!

WHAT IS YOUR ROLE?

1. Get Mountain Dew into our consumers hands!
Encourage consumers to come over try a sample of Mountain Dew
2. Showcase the Mountain Dew Trailer to all!
Invite everyone to come check out what is going on . Whether they pick
our their own t-shirt, get their picture taken with our green screen, or just
want to sit back and relax in our loungethere is something for
everyone!
3. Spread the Word! The Dew Tour AM Series is coming to Canada
Keep this in the back of your mind, we want to educate Canada that The
Dew Tour AM Series is coming to Sun Peaks, BC March 27-March 29.

THE ACTIVATION!

OUTSIDE THE TRAILER

DEW SAMPLING
What/Where
Outside the trailer, consumers will be invited by our brand
ambassadors to come over and see what all the hype is about!
Brand ambassadors will approach consumers, offering them a
COLD can of Dew providing all key brand messaging.
How:
There will be four (4) sampling barrels that will be filled with
Mountain Dew for brand ambassadors to hand to consumers. Do
not let the consumers help themselves be sure to serve them
first. The product will be order and sent prior to each ski hill and/or
school (to be discussed later)

THE LOUNGE

What/Where:
Consumers are invited by our brand ambassadors sit back and relax while
enjoying a COLD can of Dew. Outdoor gaming/lounge activation outside exterior
of Dew Trailer open for all consumers. Two tents will be set up in front of the trailer
to the sides of the stage. Under the each tent there will be a TV
How:
Brand ambassadors will encourage onlookers to come over and take a seat in our
custom lounge w/ furniture made out of skids, gives the everyday gamer a chance
to sit back & chill on the hill while indulging in a game of XBOX!

CAPTURING CONTENT
What/Where:
One brand ambassador will be on and surrounding
the hill and/or at C&U campuses capturing content of
our prime target. We want to know your story, and
Dew wants to hear why you are who you are. Brand
ambassadors will engage consumers capturing great
footage. Consumers will have the opportunity to share
their thoughts and let us know their story/why they are
there this is their time to shine.
How:
Brand ambassadors will have waivers for consumers
to sign for those interested in sharing their
photo/comment. From there the brand ambassador
will take their picture and write down their comment.
At the each of every shift, photos will be uploaded to a
computer and pictures/comments will be inputted into
an electronic custom frame.

SCREEN ON TRAILER

What/Where:
Integrated on top of the Dew Trailer, our 15 x 7 foot
screen will share special Mountain Dew footage. The
content that will be playing will be showcases images
of one of Mountain Dews athletes, Danny Davis!
How:
The viewing capacity of the screen will be seen from
consumers skiing/boarding down the mountain, as
well as consumers surrounding the base of the
mountain. The video content will be on a USB that will
be uploaded to the computer for easy accessibility

INSIDE THE TRAILER

DJ BOOTH
What/Where:
DJ booth will be playing music all day during the Dew Trailer activation hours. Once
the doors open to the trailer, your DJ Booth will be set up on the stage to attract
consumers.
How:
Large speakers will be surrounding the trailer to attract consumers from all angles.
The music will enhance the consumer experience by playing edgy, upbeat and wellknown music to entice a crowd and keep consumers entertained on and off the hill.

GREEN SCREEN
What/Where:
Consumers are invited by our brand ambassadors to enter the Dew Trailer for
premium takeaways, such as getting their picture taken with our green screen
technology incorporating them into the picture!
How:
Brand ambassadors will encourage consumers to enter trailer to get their picture
taken in front of our green screen technology. Immediately after the snapshot,
consumers will be able to send their picture to their email and from there they will
have a link to upload their picture to their Facebook page to share with their friends!

TSHIRT PRESS
What/Where:
Consumers are invited by our brand ambassadors to enter the Dew Trailer for
premium takeaways, such as a custom Mountain Dew T-Shirt.
How:
One brand ambassador will be stationed behind the t-shirt press to show the four (4)
images available for consumer to choose from. The brand ambassador will press
the t-shirt onsite for them and hand to consumer when complete.

BRAND AMBASSADOR ROLES

Content Capturer w/ Camera
1 Ambassador
T-shirt Press
1 Ambassador
DJ Station
1 Ambassador

4 Brand Ambassadors
+
2 Team Leads

Green Screen
1 Ambassador
Lounge/Samplers
2 Ambassador

*First Weekend At Blue Mountain 6 BAs + 2 Team Leads

(2 Lounge / 2 Samplers)

SET UP FOOTPRINT

SET UP - TIMING
ALL BRAND AMBASSADORS ARE
REQUIRED TO ARRIVE 2 HOURS
PRIOR TO YOUR START TIME!!
For Blue Mountain please meet your team at 7:00am at the
Base of Silver Bullet Chair Lift
7:00am 9:00am Set up
9:00am 9:25am Assign Shift
9:30am 6:00pm Trailer Open!

SET UP - GENERATORS
Onsite there will be two generators
There are four 20L gas canisters that will need to be filled prior to each
activation
The generators have a 10 gallon tank (37L) and will need to be refuel every 45 hours * To be determined*

SET UP!
2. Electrical/Screen/Green Screen
Team Leads will be trained in proper set up of technology + electrical wiring
The Screen is big job and will require a few members to attach each LED
screen together
Be gentle with each panel they need to last!!
A computer will be used solely for this screen + content will be saved on the
desktop
Connect the screens cable to the Digital Video Output to play content

SET UP DJ BOOTH
To be set up on the stage of the trailer
A 4 foot table that will need to have a fitted cloth slipped over it
A separate computer will be used for this station
Connected to speaker to play music throughout the entire day!
A playlist will be saved on the computer that will be looped throughout the day.

Brand ambassador will be set up behind the table and entertaining the crowd
inviting them to come in and check out the rad trailer!

SET UP TSHIRT PRESS

Heat Press Steps
1. Ensure the Heat Press is at the right temperature and that the timer is set
(310/15s)
2. Place the t-shirt on the press and place the transfer on desired location on
shirt
3. Pull down on the heat press handle. You must make sure that the handle
locks which will activate the timer
4. Once time is over and the alarm has sounded, lift the heat press handle and
remove the vinyl from the shirt.
5. ** You may want to lower the handle for another 2-3 seconds to seal the
design
6. Remove and give to consumer!!

SET UP TSHIRT STATION

2,000 Cross Country Tour (Ski Hills & College/Universities)
3,000 Dew Tour AM Series, Sun Peaks Resort

Ski Hill Quantities: 650 (325 per day)

College/University Quantities: 100 each
Consumers can choose their size of a black or white t-shirt and then will be
able to choose from 4 different images to adhere to their shirt
ONLY bring out total quantities per shift
Tracking the number of t-shirts and images throughout the day is imperative to
make sure team stays on track for projected samples per stop
When you hit your daily max the t-shirt press will be closed, but lets not make
this a negative situation there are plenty of other great elements for the
consumers! If this is the 1st day out of 2 be sure to invite them back to get
theirs tomorrow!

SET UP LOUNGE
Tents
Two tents will be set up on either side of the stage
Under each tent will be a 60 TV that will be set up on the stands
Ensure that tents are secured with weights/sandbags
See tent set up steps (Team Leader Binder)

Benches
The custom benches have racks for snowboard be sure to let everyone
know!
Place the benches within or lining the sides of the tents
Flags
Two flags to be set up on each side of footprint (see below pic)
They come in individual bags, so please ensure nothing gets lost
Ensure that flags are secured with weights/sandbags

SET UP PRODUCT
Ski Hill Quantities

5,000 6,000 cans (depending on location)

College & Universities

500 cans
All product will be pre-arranged to be shipped to Ski Hill/C&U Location.

SET UP PRODUCT
Cooler Barrels
4 branded Mountain Dew cooler barrels will need to be filled with product
Boxes
Do not open all boxes at once!
Open enough boxes to fill the 4 sampling barrels
Ensure you always are refilling when needed and ensure product is chilled
Break down all boxes after removing product and set aside (out of consumers
view)

Ensure entire footprint is professional and clean

Work with location to determine where recycling needs to be placed

SET UP RECYCLING
Just as important as everything else!
Two black bins that will be placed near the lounge area
Garbage bags will need to be placed in both bins
All brand ambassadors should be checking to make sure the bins do not
overflow

Remove filled bags and place in designated area (informed by onsite contact)
or for the time being, put in the truck to be removed from any consumers
sight.

Always ensure that the footprint is cleared of any cans and garbage that may
be left behind from consumers.

PREPARATION FOR YOUR SHIFT

UNIFORM

Burton Female & Male uniforms will be available for you at your shift
Jacket, Snow Pants, Gloves/Mitts & a Dew Toque
Winter boots are a MUST we dont want you to get cold!
Professional/presentable hygiene
All uniforms will be collected by Team Lead at the end of EACH shift
Remember to layer and dress warm, if you have any clothing showing
underneath ensure no branding is visible and colours are black/white

KEY MESSAGING

KEY MESSAGING
The key functional benefits of DEW that YOU should focus on:

Nothing exhilarates like the refreshing taste of Mountain Dew

Experience the citrus charge of Mountain Dew Do The DEW!

KEY MESSAGING
Dew Tour AM Series - Sun Peaks Resort, BC
The Dew Trailer will be travelling across the country and we want to ensure that
we inform our consumers that the first ever Dew Tour AM Series is coming to
Canada!
Mountain Dew Canada is bringing The Dew Tour AM Series to Canada
this winter!
The Dew Tour AM Series is a Ski & Snowboard Slopestyle Competition
March 27 March 29 at Sun Peaks Resort
Check out dewtouramseries.ca for more info!

REPORTING
All BAs to assist Team Lead at the end of the shift
to complete daily event report
Team Lead to send report at the end of each shift
and email to nhoflinger@sdimarketing.com

SET UP PRIOR TO SHIFT

Before leaving your home, do not forget:

Double check the address
Cell Phone

Please allow 2 HOUR for set up (Big Set Up!)

Set up time will always be provided

Text Team Lead - Duncan (226-235-2658) when you are on route

Very important!

Meet your team at footprint of trailer to go through entire set up details

SET UP PRIOR TO SHIFT

Set Up Entire Footprint:

Generators/Electrical
Screen/Content
TVs Inside Trailer
Green Screen
DJ Booth
Lounge/Tent/Flags/TV
Product Sampling Barrels
Tshirt Press Station (shirts +
transfers)
Recycling Bins

Determine Roles:
3 Brand Ambassadors Inside Trailer

Green Screen

T-Shirt Press Bar

DJ Station
3 Brand Ambassadors Outside Trailer

Product Sampling

XBOX Lounge

Capturing Content

A DAY IN THE LIFE

Day of shift:
Ensure you leave ample time to arrive at the location to prepare for your set up
Take into consideration traffic, parking & weather
You are dressed accordingly to your uniform guidelines
Phone is charged to stay in touch with Team Lead (Duncan)
Example : Friday March 7th, 2014
7:00AM All brand ambassadors to arrive at Silver Bullet Chair lift base
Text Duncan (226) 235-2658
7:00 7:15AM 30AM Team to put on uniform (Jacket, Pants, Gloves/Mitts, Toque)
7:15AM 9:00AM Set Up Activation
7:30AM 7:45AM Confirm product has arrived
9:00AM 9:20AM Team Leaders to assign roles

WHILE YOURE IN ACTION!

Get excited!!!
Make sure you have a quality interaction with each consumer!
Relay key messages to each consumer!

Remember to check:

Ensure barrels are being refilled when needed

All samples are chilled for consumers (use snow if needed)
Keep track of the number of shirts
Remember if you are getting low to update all team members
If you need to close the station, keep up the excitement of all other
elements
Is the footprint clean?
Do you need to refill the generators?
If so, be sure to TURN OFF generator before refilling

ENDING SHIFT/CLEAN UP
5:30 - 5:45PM If foot traffic is still heavy, ensure consumers that you will be
closing at 6:00PM
6:00PM Trailer is closed, tear down begins
Dont forget

Be careful with all equipment needs to last!

Ensure all proper pieces are placed in the correct bag/area
Track your product, tshirt & transfer images
Entire footprint is cleared and cleaned with nothing left behind
Recycling to be given to onsite contact OR taken to specified location
Team Leaders to collect ALL uniforms from Brand Ambassadors
Complete Report with Team
LOCK UP TRAILER & TRUCK!!!!