A cool example of a collaborative marketing scheme comes in the form of DEWMOCRACY. In July 2009, Mountain Dew launched a campaign called Dewmocracy calling on fans to create a brand new DEW-everything from flavor names to advertising.
Mountain Dew sent out flavor testing to over 200,000 fans and came back with the top 3 flavors. From there, the fans picked the top 3 colors to match the flavors. Next the Dewmocracy incorporated Twitter-they posted 3 names for each of the 3 flavors and asked fans to follow their choice of a name for the new DEW. DEW fans were also challenged to make a label design and a 12 second advertising commercial for their favorite DEW. The incentives were $10,000 and MacBook Pro computers.
After all of these were done, the people were left with the three choices: Typhoon, Distortion, and White Out. The people voted and Mountain Dew White Out is now the 2010 Dew flavor. Chosen for the people by the people.
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