The Marteq Alert
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Mtn Dew opens 'direct-to-gamer' store for DTC sales, loyalty rewards

Mtn Dew opens 'direct-to-gamer' store for DTC sales, loyalty rewards | The Marteq Alert |
  • PepsiCo's Mtn Dew Game Fuel this month opened an online store for direct-to-consumer sales of its full line of soft drinks aimed at video game fans. To celebrate the launch, Mtn Dew is running a sweepstakes to give away a Sony PlayStation 5 gaming console and a copy of the game "Call of Duty: Black Ops Cold War," per an announcement.
  • Mtn Dew fans who register by Jan. 31 at the website to join the brand's new Victory Pass Rewards loyalty program will be entered for a chance to win the grand prize. Every time rewards members buy cases of Mtn Dew Game Fuel for free delivery, they can unlock exclusive digital content, discount codes and access to limited-edition merchandise.
  • Billed as a "direct-to-gamer" offering, the website can help PepsiCo collect first-party data on younger consumers who are interested in gaming and esports. Starting today, Mtn Dew's first product offering includes a limited-edition collectible can inspired by video game celebrity Dr DisRespect with the purchase of any case of Game Fuel from the online store, while supplies last.
CYDigital/'s insight:

What I would love: that to participate, the consumer would need to download our app so that they could gather and control all their online data, and if they so desired, exchange it with PepsiCo for loyalty points. It's a straight-in path for extended zero party data, leading to the highest levels of personalization. is preparing a FREE pilot program for its Marteq application. Contact for more information and to see if you qualify. #martech #marketing

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Direct-To-Consumer Surges As Stores Languish - Pymnts

Direct-To-Consumer Surges As Stores Languish - Pymnts | The Marteq Alert |
Direct-to-consumer (D2C) selling has taken wing with the ascendance of eCommerce to retail’s throne. What was once a small but meaningful constituency — online shoppers — suddenly seem to be holding all the cards. How consumer packaged goods (CPG) brands and subscription-based businesses respond to this important trend will be make-or-break for many.

“The use of online direct-to-consumer (D2C) channels to purchase consumer-packaged goods (CPG) has grown by 50.1 percent since the pandemic began, surpassing the growth of online marketplace use in key product categories like food and clothing,” PYMNTS recently reported. “This means consumers who flocked online due to the pandemic were in certain instances more likely to use D2C channels than marketplaces like Amazon.”

For context, findings from the PYMNTS study D2C And The New Brand Loyalty Opportunity, a collaboration with, indicate that “…CPG brands face a unique opportunity to capture customer loyalty and drive engagement. The current shift’s durability will depend on brands’ abilities to deliver product availability, offer seamless eCommerce experiences and leverage digital tools to forge long-term personalized relationships with customers.”
CYDigital/'s insight:

And as brands shift to more D2C activity, there are greater personalization opportunities.


See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: #martech #marketing

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Nike and Facebook Up Their Ecommerce Game - Chief Marketer

Nike and Facebook Up Their Ecommerce Game - Chief Marketer | The Marteq Alert |
Brick and mortar retail sales have taken a major hit thanks to the COVID-19 pandemic, and consumers social distancing at home are purchasing goods online far more than previously. In light of this, brands are adapting to a world of digital purchasing by enhancing their ecommerce efforts and focusing on marketing directly to consumers.

Nike is one of the latest brands to take such action. The brand cut out nine retail partners this week and has shifted more aggressively toward direct-to-consumer sales, according to a piece in Multichannel Merchant. The brand plans to work with a smaller number of partners moving forward and sees the move toward D2C as the future of retail.

Meanwhile, Facebook launched a shop feature in its main app after announcing its online purchasing features in May. Dubbed Facebook Shops, the capability allows merchants to set up digital storefronts on Facebook and Instagram. Now, with Facebook Shop live within the app, consumers can discover businesses, shop for products directly from the stores and message merchants in real-time.
CYDigital/'s insight:

More D2C movement in this rapidly changing environment.


Join the white list to receive pre-launch benefits: #martech #marketing

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