Introduction

– DEWmocracy: (dü-mä-krə-sē) Creating the next Mt. Dew product by harnessing the collective intelligence of the brand’s passionate fans.

• What Is The DEWmocracy Campaign?

• Turning Passionate Fans Into Brand Advocates…

Overview

• A Community of Over 4K Mountain Dew Loyalists

• Who are they?– Consumers who crave interaction with, and are willing to advocate for, Mt. Dew– 83% of members joined DEW Labs to help shape the future of DEW– 69% male– 50% age 18 – 24

• DEW Labs Has the Ability to:– Activate Influencers– Generate Positive Word of Mouth– Identify and Test Creative Concepts– Develop Online Content– Garner Deeper Insights– Launch Rewards/Recognition– Activate Offline Grassroots Events– Leverage Members Talents/Interests

and the Movement

• STAGE 1: “Taste Test & Creating Flavor Nations”– A grassroots mobile tour that created more than 222,712 sampling experiences, along with

home-tasting kits sent to 50 DEW fanatics narrowed seven test flavors down to three.– Each member of DEW Labs, a community composed of Mountain Dew’s 4,000 most passionate

fans, received samples of the three final flavors, chose a favorite and joined the corresponding “Flavor Nation”.

– To name their beverage, Flavor Nation members submitted lists of suggestions.

• STAGE 2: “Naming & Branding”

– Finalists were entered into a Twitter race: DEW fans became followers of their favorite names, and the names with the most followers won: Typhoon led the pack for No. 509, Distortion for No. 231, and White Out for No. 493.

Typhoon White OutDistortion

and the Final Stage

• STAGE 3: “Flavor Release and Digital Media Partnerships”– The Flavor Nations worked in conjunction with the brand to decide which digital partners

execute DEWmocracy, and how it’s executed, both creatively and in terms of distribution.

– After the products are released, the competition has officially begun. Using their share of voice, and a phased approach, “Flavor Nations” will champion their flavor:

o Phase 1: Flavor Nations Spread Buzz (February to June)o Phase 2: Grassroots Efforts & Consumer Activation (Mid-April to June)o Phase 3: General Market Voting (April 19 to June 7)

The flavor with the most votes will become a permanent member of the DEW family.

Typhoon White OutDistortion

Digital Media Objectives

• Create experiences that tell the DEWmocracy story

• Role of video: Develop customized programming

• Expand program beyond Dew Labs

• Role of video: Distribution of existing content and TV commercials

• Utilize existing partner content and pre-roll

• Role of video: Deliver high response metrics and vote volume

A Video Approach

How Mt. Dew utilized the Break Media Network to drive awareness, and generate interaction and engagement for

the campaign.

• Break Media drove awareness and traffic to DEWmocracy.com by running high impact Homepage Takeovers on Break.com, which each promoted a different nominated flavor.

Typhoon White OutDistortion

Driving Awareness and Votes

• To extend the DEWmocracy themes to Break.com, Break Media created the “Power to the People” custom channel.

• The “Power to the People” custom channel enabled users to vote on three (3) pilot webisode concepts to decide which should get the “green light”.

Reason to Join the Story

“Power to the People” Promotion

• To drive traffic and encourage votes on Mountain Dew’s “Power to the People” custom channel, Break Media ran the following promotional units:

Co-Branded Units In-Video Bugs Homepage Tabs

Pilot Webisode #1: “Lucky Losers”

Decided By the Users

Video Distribution• Break Media distributed the winning video across the Break Media Network through

an innovative Page Engage Unit.

Campaign Results• Mountain Dew fully delivered with an overall CTR of .17% and garnered over 118,000

total clicks throughout the campaign.

• Out of the three flavors displayed on the Break.com Homepage, HPTO Distortion was the top performing with a 1.18% CTR.

• The “Power to the People” Custom Channel that featured the winning original production webisode “Lucky Losers” had an overall CTR of 6.85%. (50% above average)

• There were over 6,400 video votes (in one week) on the “Power to the People” custom channel and over 51,000 video views for the winning pilot original series “Lucky Losers.”

• Social media outlets extended the overall exposure of the video

Key Takeaways

• Why it worked/How to Improve– Video was an integral element to bringing the DEWmocracy story attributes to

life– Involving consumers in the selection of content delivered a more engaging

experience– Having Break producers write script in partnership with agency/brand was key to

success– Editorial integration added to the over all value– Creating assets outside of the 30-second spot allowed for a more robust cross

media campaign– For the next phase of the campaign, we have the ability to measure the success

via engagement and intent to purchase metrics through 3rd party vendors