For the 2008 AST Dew Tour, RADAR worked with title sponsor Mountain
Dew to create the Dew Underground, a state-of-the-art consumer
interaction space.

Centered around a gallery highlighting each market's best in local art
and music, the Dew Underground combined product sampling, live DJs,
photobooths, computer design stations and on-site Fuel TV studio
tapings featuring top interview guests from the worlds of action
sports, music and street culture.

The Dew Underground reached tens of thousands of consumers in 5
markets over 6 months, distributing more than 250,000 samples. The
program continues to reach millions via digital distribution and
broadcast on Fuel TV.

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