This type of friendly rivalry within a brand brings out the enthusiasm that marketers live for while giving the consumers a real chance to have an impact on the product they are so passionate about. Taking the promotion far beyond a simple poll that tallies votes, the FanDEWmonium campaign captures the essence of what has helped make the Mountain Dew brand a hit in the last decade by encouraging fans to voice their opinions, also enticing others to vote for one flavor candidate over the other. There is also a Mountain Dew Facebook tab where fans can also cast their ballot for either the raspberry citrus flavored Voltage or the strawberry melon Supernova flavor before sharing those results with friends, helping spread the word while recruiting even more votes from fans. Mountain Dew has gone so far as to create a special website to promote and collect votes for each of the two potential flavors. You Pick the Next Diet DewĪs part of Mountain Dew’s FanDEWmonium campaign, fans are being polled to help choose the next flavor of Diet Dew. The key that made these videos a successful marketing tool is that they were less about the product itself and more about providing viewers with entertaining clips that didn’t feel like commercials filled with brand messages. Anything but boring, the six focus group videos featured at the top of the tab were meant to get viewers laughing while they became aware of Mountain Dew’s latest flavor. Mountain Dew also featured J.B.’s videos on their YouTube page, which helped boost their views despite their Facebook page having much higher traction rates.
A White Out Facebook tab created by Mountain Dew allowed viewers to watch the humorous focus group videos, share photos, answer questions posed by the brand and post Mountain Dew Shout Outs to a fan’s wall. The end result of Mountain Dew’s DEWmocracy 2010 campaign, White Out, garnered the most fan votes to become the latest flavor of Mountain Dew made available to consumers. First launched in 2007, the DEWmocracy promotion allowed fans to elect new flavors, colors, graphics and ads for Mountain Dew. Smoove, as he presented a look behind the scenes of his hilarious focus group interviews for Mountain Dew White Out. Late in 2010 Mountain Dew teamed up with actor, writer and comedian Jerry Brooks, better known as J.B. Mountain Dew has generated a highly passionate, loyal following of supporters and enthusiasts that not only voice their sentiments toward the brand but also participate in the direction Pepsi takes the product line in the future. Sporting more than 35,000 followers on Twitter and nearly 4.5 million Facebook fans, Mountain Dew has secured itself within the social network space. Embracing the power of online social media, Mountain Dew has created a strong presence across top networks including YouTube, Twitter and particularly Facebook. In the last decade Pepsi has invested heavily into the marketing of Mountain Dew products, helping secure 80% of citrus flavored soft drink sales in the United States, toppling rivals such as Vault, Mello Yello and Sun Drop. Spanning more than sixty years, Mountain Dew’s life has seen its share of ups and downs while undergoing several changes over the decades. While taste (and caffeine) plays a major role in my affection for Mountain Dew, a considerable amount of credit for the brand’s resurgence has to do with promotions, particularly in the realm of social marketing, community oriented interactions and sponsorship investments. Mine comes in the form of an irresistible citrus-lemon flavored soft drink known as Mountain Dew (just check out Ignite’s recycling bin and you’ll quickly see the depths of my vice). We’ve all got our vices, some more than others, for better or worse.
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