MTN DEW (Gaming)

Industry

Beverage

ON A MISSION FOR REAL CHANGE

The Challenge
With 80% of Black youth gaming, but low overall representation in esports, MTN DEW sought to level the playing field by striking at the root of the problem.

The Solution
Leveraging the insights of entrepreneurs and HBCU students, we developed a multi-year plan that started with a pitch competition for emerging HBCU game developers. In year 2, we expanded MTN DEW's cultural footprint with the Real Change Challenge tournament, collaborating with Call of Duty, Twitch, Twitter, and others.

INSIDE THE CHALLENGE

THE CAPSULE COLLECTION

To play, press and hold the enter key. To stop, release the enter key.

WE IN DA NEWS Y'ALL

The Source

Clutch Points

PR News

The Source

1/3