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.

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