DEWmocracy

Mountain Dew is now turning to their consumers to create the next Mountain Dew in a campaign called DEWmocracy. In their consumers journey, they have the power to create the color, the flavor, name, logo, label, and tagline. When one enters the contest, they are taken through seven different chambers allowing you to meet characters, answer questions, and play games. Each chamber takes you through your creation of the next Mountain Dew as well as play games and join different teams whose drinks most closely matches your own. All teams will vote on other teams. Those with the higher amount of points will allow greater visibility for others to vote on it. Ultimately, the winners drink will be taken from an idea to the real world.

The way Mountain Dew has presented this campaign is interesting. They have created a story and made it more involved rather than just saying "go make a new drink." It looks like the target audience they are trying to address is definitely a younger, more internet saavy, group. I wonder what type of new drink will be created and marketed in stores. It will be interesting to keep an eye on this campaign and see what comes out of it.