The document outlines Mountain Dew Kickstart's 2013 mobile product launch campaign. The campaign utilized multiple mobile tactics throughout consumers' morning routines, including day-part targeted video and rich media ads, mobile couponing, and an integration with the mobile game Real Racing 3. The strategies were aimed at Millennials and Hispanics and successfully drove awareness, trial, and engagement with completion and interaction rates exceeding benchmarks. The campaign demonstrated the potential of positioning mobile at the center of a brand's marketing strategy.