![]() White Out garnered 46 percent of the vote, becoming the winning name for No. Proponents of each name were tasked with getting as many followers as possible the names with the most followers won. The nation's DEW fans could get involved in the naming process by becoming followers of their favorite names on Twitter, each headed by Nation-selected leaders-an innovative way to engage brand advocates on this media platform. 493 came up with Rainstorm, Flash and White Out.Įnter Twitter. 231 chose Outburst, Luminous and Distortion. 509 was weather-obsessed, coming up with Cyclone, Hurricane and Typhoon. After Mountain Dew’s legal department vetted the lists, each Flavor Nation chose their three favorite names. Community members thought about words they associated with their flavor and submitted lists of suggestions. 493.įinally, each Flavor Nation needed a name for their beverage. The color shot the most at the event was voted the winner: Deep Green for No. People voted for their favorite colors on Facebook, and those votes eventually came to life: Each one triggered a shot from a matching paintball gun during a live event conducted in conjunction with. Then voting was opened up to DEW fans everywhere, who were asked to “Shoot Your Shade” and choose among the nine finalists (three colors for each flavor). DEW Labs members received an 18-color palette and a “color pour” video, and were asked to select the three that best matched their flavor. 493 is Smooth Citrus DEW.Įach Flavor Nation now needed a color that corresponded to their beverage. Three DEW flavor scientists involved in creating the products provided insight into the process, explaining what went into the flavors and demonstrating how to make each one via video clips.īased on this briefing, the Flavor Nations came up with three flavor names: No. The first order of business for each Flavor Nation was to collectively decide how to describe their flavor. By e-mail, a short questionnaire, then screened for people who considered DEW their top beverage of choice, drank it at least a few times a week and were social media-savvy.Įach member of the DEW Labs community received samples of the three flavor finalists to prepare for the tasks ahead, forming into three Flavor Nations, then deciding on a color and concluding name for their favorite flavor.ĭEW Labs members had the opportunity to join a Flavor Nation, aligning themselves with their favorite flavor. 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 1.1 Phase 1: From Seven Flavors To Three.
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