Mountain Dew launches next Dewmocracy phase

Share this content:
Mountain Dew launches next Dewmocracy phase
Mountain Dew launches next Dewmocracy phase

PepsiCo's Mountain Dew brand continues to leverage the election spirit with the launch of the second phase of its Dewmocracy campaign.

The campaign, a collaboration with ad agency WhittmanHart Interactive, launched in November, invited con­sumers to play an online game, which involves a series of mythological ex­periences to virtually design a fantasy Mountain Dew drink.

The second phase of the campaign targets the 700,000 unique visitors who played the first part through e-mail and banner ads on Facebook. The fantasy drinks have been narrowed down to the most popular three and players can now vote on their favorite one.

“We wanted to leverage the excite­ment associated with the national elec­tions and give it a Mountain Dew twist,” said Rebecca Coleman, SVP of client services at WhittmanHart Interactive. “The first round was like the primaries, where you have your favorite to begin with and then, as the pool gets narrowed down, you align yourself with a side.”

The campaign targets millenials, which is why the Internet is the main focus for the campaign. “This is the first generation of consumers who don't know what life was like before the Inter­net and we wanted to reach them where they are,” Coleman said.

The graphic assets are viral and can be embedded across social networking pages. PepsiCo will be tracking these as­sets to understand the campaign's reach as it progresses.

The campaign will run for four to five months. Pepsico has plans to produce and market the winning drink.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above