DEWmocracy Project

Mountain Dew Crowd Sources Media Planning

Mountain Dew is once again tapping the collective intelligence of it’s most passionate consumers.  The DEWmocracy project, now in its second iteration, kicked off last year with the brand asking 4,000 of its most loyal fans to help in creating three new Mountain Dew flavors.  Participants were first split up into groups to campaign for their favorite flavor followed by a series of nationwide events to drum up support for their particular drink.  This time, agencies were asked to pitch their creative ideas to the three groups, who in turn got to vote where the adverts would run and on which platforms.

Frank Cooper, chief engagement officer at PepsiCo said, “By maintaining an open dialog with our consumer through an intense, year-long collaborative project, we’ve offered them an opportunity to leave their imprint on a brand they truly love and have solidified an even stronger relationship with fans who matter most.”