Mountain Dew is beginning the campaign for the new flavors through their crazy ‘Dewmocracy’ program again. Another three flavors and only one will win.
The most interesting part of the campaign are the ad spots. Dew had a plethora of different small companies, from production groups to animators, try their hand at making 12 second clips. These clips were then voted on by the fans until only six remained. The final six made their pitch to Mountain Dew and three were chosen.
This is an awesome system because it let the fans really decide who was going to be behind the advertising. Fans aren’t normally involved directly with advertising but now they are getting to pick the style and companies they like the best. This really helps the advertising seem more true and less invasive. The ads become something people are more interested to watch and pay attention to because it is something they were involved in.
This is also a great opportunity for these three companies. Not only will they get paid exceedingly well, they each now get to represent one of the three new flavors of Mountain Dew. They get a huge client on their resume and all sorts of exposure that will greatly help their future endeavors.
I think this is a cool program Mountain Dew has going here and I hope they can keep it interesting enough to keep it going in years to come.