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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