Pepsi Gives Power of “Dewmocracy” to the People

By Kiran Aditham 

Crowdsourcing fever has struck again, as PepsiCo is bypassing the normal review process and instead letting consumers pick which shops will handle marketing initiatives for its Distortion, Whiteout and Typhoon Mountain Dew drinks. Set up as a contest, the latest “Dewmocracy” drive’s hub is a website where anyone from agencies to prodcos to bedroom creatives can upload 12-second clips that outline their ideas for marketing the new Mountain Dew line. Consumers will then eventually vote and help pick the three candidates who will receive funding for the production of 15-second spots, which will roll out along with the new flavors in April 2010.

According to AdAge, though, Mountain Dew’s agency BBDO isn’t (quite) being left in the dust. The agency will handle an umbrella Dewmocracy spot that explains the program while the lucky parties selected by the public will take on the launch creative. The latest Dewmocracy effort also involved the Facebook, Twitter and Dew Labs communities, who helped determine the flavor, color, packaging and names of the new products.


Via Gawker

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