Full Breakdown
Hard Mountain Dew Launches $1 Million “Bigfoot Bounty” Marketing Promotion
By Drooid · · How we work
Promotion Overview
Hard Mountain Dew, the alcoholic-beverage line of the Mountain Dew brand, has introduced a fall marketing campaign centered on the legendary creature Bigfoot. The “Bigfoot Bounty” promotion invites adults 21 years and older to submit “verified evidence” of the creature’s existence. The contest began earlier this week and will remain open through the end of November. A $1 million grand prize is offered, and 100 additional entrants will receive cash equivalent to a free 12-pack of Hard Mountain Dew.
Eligibility and Evaluation
To qualify, participants must provide compelling evidence that satisfies the promotion’s verification standards. The company requires at least four types of supporting material, which may include footprints, handprints, thermal imaging, hair samples, audio recordings, environmental evidence, or photographs. Hard Mountain Dew says the entries will be assessed using criteria developed in collaboration with Bigfoot researcher Bryce Johnson, who has produced a docuseries on the subject.
Official Statements & Responses
Erica Taylor, senior brand director for Hard Mountain Dew, explained the campaign’s intent: “Hard Mountain Dew has always been about chasing bold experiences, and Bigfoot Bounty takes that mindset to the next level,” — Erica Taylor, senior brand director for Hard Mountain Dew Taylor added that the brand’s identity is tied to “bold experiences,” and the bounty extends that ethos. She also highlighted the seasonal storytelling angle: “Every fall, someone's got a story of a shape in the trees or a sound they can't explain. Whether you catch Bigfoot or just catch a good story trying, there's nothing better than an ice-cold Hard Mountain Dew at the end of the hunt,” — Erica Taylor, senior brand director for Hard Mountain Dew
Data & Statistics
- Grand prize: $1 million.
- Additional rewards: cash equivalent to a 12-pack for 100 entrants.
- Required evidence: minimum of four distinct supporting material types.
Verbatim Quotes
- “Hard Mountain Dew has always been about chasing bold experiences, and Bigfoot Bounty takes that mindset to the next level,” — Erica Taylor, senior brand director for Hard Mountain Dew
- “Every fall, someone's got a story of a shape in the trees or a sound they can't explain. Whether you catch Bigfoot or just catch a good story trying, there's nothing better than an ice-cold Hard Mountain Dew at the end of the hunt,” — Erica Taylor, senior brand director for Hard Mountain Dew