Mountain Dew took three new Dew flavors to fans, asking for feedback on placing ad media buys. The move represents the latest in a series of attempts by so-called Dew Labs to turn over the entire product development cycle and marketing process to consumers who love the brand most.
The year-long project now asks Mountain Dew lovers to guide the media-buying process after creating the products and designing the marketing campaign. Through the DEWmocracy project, Mountain Dew polled the 4,000 Dew Labs members about their favorite Web sites. Gathering that information, Mountain Dew invited the potential media partners to pitch the DEW Labs community.
Entertainment Web sites CollegeHumor, The Onion, Crave Online, and Funny or Die became Mountain Dew Media Partners after DEWmocracy members were asked in February to name their favorite Web sites. The chosen sites created two-minute pitch videos, but in the end DEWmocracy members had to vote on the site that would help Mountain Dew market the flavors. The four sites worked with the Mountain Dew’s Flavor Nations on their campaigns, which aired on April 19. These sites will also work on the winning product launches.