Social Media Campaign: A Success Story

Mountain Dew (PepsiCo) Launched a pretty terrific Social Media Campaign. To start out here is one of their first TV advertisements, to sum up the campaign:

In this campaign, PepsiCo had fans of their Mountain Dew Brand develop three flavors.

Why is this campaign so successful? Because it was everything a social media campaign should be, and nails aspects of a campaign where others miss the mark. It is true to the brand. It targets the demographic that Mountain Dew targets, and positions the product in a way that is appealing to young, active, adventurists that seek caffeine to keep them going in their energizing lives. This is parallel to the traditional Mountain Dew advertising and strategy. Increasing their facebook fans? Check- by 800,000! Getting people out to vote? Yep- 2.9 million of them! This is everything a social media campaign should be! Check out how involved the fans got:

What do you think? DEWmocracy 3?