20th November 2007

Co-created Soft Drink…Join the "DEWmocracy"! (?)

posted in Examples |

Hmmm.  I’m not really a Mountain Dew guy, but why not, everyone seems to be experimenting with co-creation concepts, let’s see how it goes.  (updated: this is the link, but a error on the page tonight)

Help create the new Mountain Dew, complete with game oriented Back Story:

Help create the next Mountain Dew.

Starting November 2007, you are invited to join the movement to create the next Mountain Dew. Your journey will give you the power to select the flavor, color, name, logo, label, and tagline for the next Mountain Dew.

Your journey will take you through seven Chambers, where you will meet mythical characters, answer questions, and play games.

  • Upon entering each Chamber, you will be tasked to create a specific feature of the next Mountain Dew. For example, in the first Chamber, you will select your Drink’s flavor.
  • Creating the individual features of your Drink will be the first task of each Chamber. Once completed, you can wait for the next Chamber to open or can continue exploring the world of DEWmocracy by playing a series of games.
  • Your decisions in the first three Chambers will lead you to join 1 of the 3 Teams that will ultimately create the next Mountain Dew. After the 3 most popular combinations of features are determined, you’ll be aligned with the Team whose drink most closely matches your own.
  • Once aligned with a Team, you will be responsible for creating the logo, label, and ultimately the tag-line of the next Mountain Dew. Each Team will vote on which Drink candidate from those submitted by all Team members will be put forth for a national vote.
  • Points earned in the game get you higher visibility for your drink, increasing its chances of being selected as your Team’s candidate. Accruing the most points does not directly result in your drink being one of the 3 final selections.
  • In the final Chamber, your team will vote to determine the Drink candidate that you collectively would like to bring into the real world.

Ok, I’m not really sure this is all that good an idea, but I’ll bite for awhile. 

Note:  Some things they could have done to make this easier to blog about.


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This entry was posted on Tuesday, November 20th, 2007 at 3:52 pm and is filed under Examples. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

There is currently one response to “Co-created Soft Drink…Join the "DEWmocracy"! (?)”

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  1. 1 On November 21st, 2007, Mike said:

    Haha, this is actually kinda cool. kinda like a digg, second life, and youtube mash up except with soda. This might actually be a good flavor!

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