Mountain Dew to bring Dew Shack festival tour to Liverpool

Britvic brand Mountain Dew will activate its Dew Shack festival experience at Liverpool International Music Festival from 27-31 August.

The festival tour features Europe's largest portable vert ramp
The festival tour features Europe's largest portable vert ramp

Mountain Dew has teamed up with experiential agency ID to devise the experience, which is designed to drive mass awareness among its target audience of 16 to 24-year old males.

The tour focuses in on the soft drink brand’s relationship with skate lifestyles, and includes the Live and Loud Tour, which features Europe's largest portable vert ramp as its centre.

A series of pro-skaters led by King Ramps will showcase their talents via demonstrations on the ramp throughout the festival. 

There is also the Dew Shack itself, which is constructed out of a shipping container, meanwhile graffiti artists will deliver live street art tutorials and street art displays. 

Brand ambassadors will be on hand to provide festival-goers with samples of the soft drink. 

The Dew Shack first visited Devon’s Gold Coast Ocean festival in June, as well as Lovebox festival in Victoria Park, London during the month of July.

The Dew Shack Festival Tour forms part of the brands wider digital, PR and social activity, which is focused around the UK skate scene.

This is not the first time Mountain Dew has worked with ID. In November of last year it selected the agency to devise an 'experiential shack', which appeared in Birmingham and on London's Southbank. 

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