DEWmocracy, the 2010 campaign to find the next new flavor of Mountain Dew, was a game changer which evolved the meaning of rich consumer engagement through social, experiential and grassroots channels. Leveraging the cult-like spirit of Mountain Dew fans, three touring flavor teams were directed by fan tweets, online votes and social feedback. Over the course of one month, Dew fans routed the teams to 69 cities and created events like skate comps, art shows and taste gatherings all in the names of their respective flavors. In the end, the collective voice of the fans was heard and Mtn Dew Whiteout became the official new flavor of the Dew lineup.
Role: Concept / Art Direction / Design
Creative Collaborators: Matt Statman, Chris Reinhard, Liz Miller