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NARRATIVE REPORT

Mountain Dew: Building on Brand Loyalty to Reach New Customers Online

On April 2019, it was reported that Mountain Dew planned to spend 40 percent of its marketing dollars to reach gamers — an increase from previous years involving esports league sponsorships, Twitch partnerships, Facebook advertising, and even a new drink flavor focused on gamers (DIGIDAY).

What if that investment could not only help the brand double down on gamers, but actually expand its customer base beyond that?

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Download the report to learn:
  • How factions — hyper-active shared interest groups online — engage and drive narratives.
  • Ways brands can build relationships with influencers to connect with factions.
  • Why brands must understand factions to build brand equity and expand customer reach.
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Yonder is an AI software company that discovers the hidden groups that control and amplify online narratives so companies can navigate unpredictable, ever-evolving internet with confidence. The company's mission is to create a more authentic internet, where everyone can experience a true sense of belonging.