No Super Bowl Advertiser Did It Like Mountain Dew

The beverage brand took a gamble with its Big Game sweepstakes. Here's why it paid off

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Two hundred and forty-three—that’s the number of soda bottles that appeared in Mountain Dew’s Super Bowl commercial this year. More than 500 people guessed the correct amount on Twitter, but because Ryan D. from Rochester, N.Y., guessed it first, he won the grand prize of $1 million, the beverage brand announced on Feb. 17.

Mountain Dew’s 30-second ad, which aired during the second quarter, promoted the brand’s new watermelon-inspired Major Melon drink, its first permanent flavor in more than a decade.

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