The Dew Shack Festival Tour

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We've had a busy summer here at iD, skating our way through the festival scene with Mountain Dew...

We partnered with the brand to create 'The Dew Shack Festival Tour' bringing Mountain Dew to the mainstream across some of the biggest festivals in the UK.

The campaign was designed to drive mass awareness and trial, inspiring the brands core target audience (16-24 year old males), whilst showcasing Mountain Dews historic creativity and authenticity with skate lifestyles.


The Dew Shack Festival Tour features;

  • The Live and Loud Tour; featuring Europe's largest portable vert ramp
  • A special appearance from King Ramps and live demonstrations from pro-skaters - led by legendary pro-skater, Pete King
  • The return of the 'Dew Shack' constructed out of a shipping container
  • A team of Brand Ambassadors sampling to over 360,000 consumers - driving trial and welcoming them into the world of Dew
  • Graffiti artists providing live street art tutorials and street art displays for the crowds

The festival tour officially kicked off at Gold Coast Ocean Festival in Devon on Friday 19th June. The experience also featured at The Dew Tour Boot Camp - one of the world's largest action sports tours - held in one of the UK's top skate plazas in June.

In July we headed to LoveBox in London's Victoria Park. Check out some of the highlights from LoveBox here

This month The Dew Tour will visit Liverpool International Music Festival (27th-31st August).


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