To recruit these fanatics, invitations were extended to DEW fans online. The next step was to create DEW Labs, an online community composed of the brand’s most loyal, hard-core fans. Three finalists emerged from the grassroots voting and the feedback from brand fanatics. ![]() The artwork was unveiled at a July event in Denver, and included artists such as John Fellows, Jeremy Charles Burns, Delton Demarest, Jolt, Max Kauffman, Scot LeFavor and Kelly Potter. The boxes themselves were one-of-a-kind: They unfolded into works of art, each designed by an up-and-coming artist commissioned by Mountain Dew. This footage then posted to YouTube and Facebook. ![]() Home-tasters then asked to record themselves sampling the flavors and choosing their favorite. Recipients then selected from among hundreds of brand fans who submitted video clips of up to 12 seconds explaining why they deserved a kit. More than 3,000 tasters texted their ballot.Īt the same time, 50 brand fanatics received unique DEW in a Box home-tasting kits. Participants could vote on site using touch pads, or they can text in their vote later, referring to a card marked with their flavor choice. This mobile tour drove more than 1,100 fans to the Facebook page during the four-week program. These visitors were also direct their opinions to YouTube, Facebook and Twitter to watch the taste-experience videos and comment on their own experience. Visitors were encouraged to document their experience in a video booth at the truck stop, describing which flavors they liked or disliked. Fans came from miles away to get a taste-and more than 1.5 million people attended the events. Matching with a “laboratory” theme, each astounding flavor were labeled with a coded number, and samples was presented in test tubes. In July 2009, the second DEWmocracy campaign began with a tour of a team of DEW Labs trucks traveled to 17 markets in 12 states, giving consumers from Chicago to Charlotte the chance to sample the seven flavors. ![]() Phases Phase 1: From Seven Flavors To Three
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