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DEWmocracy Case Study

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by

Ivan Mickovski

on 26 May 2011

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Transcript of DEWmocracy Case Study

DEWmocracy Social Media Campaign Case Study The Company PepsiCo is the second largest food & beverage business in the world The company employed approximately 285,000 people worldwide as of 2010 The company’s products were distributed across more than 200 countries Has an annual net revenues of $43.3 billion by Ivan Mickovski The Campaign(s) The "What?" The "How?" The Results The Good The Bad Two campaigns:
DEWmocracy 1 (2007-2008) DEWmocracy 2 (2009-2010) The winning flavor was permanently added to the Mountain Dew product list.
The other two flavors were sold as a limited time product. Phase 1 A short cinematic video introducing the concept and story was put online.
A flash based browser game with a voting mechanic which let fans pick different attributes for the new flavor was launched. DEWmocracy 1 Phase 2 The top 3 flavors were picked and branded by the fans.
The fans were devided into 3 "Flavor Nations" and given tools for promoting their flavor through social media.
A vote was held for choosing the best product on the DEWmocracy website. The winning flavor was permanently added to the Mountain Dew product list.
The other two flavors were sold as a limited time product. Phase 3 DEWmocracy 2 Phase 1 "Dew Labs", an invitation-only panel of 4000 participants that requested feedback, allowed you to participate in tasks, and employed a voting mechanism was launched.
It started with a traveling tour that allowed fans in 17 different cities the opportunity taste 7 new flavors, with a select few being mailed kits of drinks.
The 50 fans who got the sample kits were asked to film a video review of the flavors, rank them, and post the video online. Phase 2 The top 3 flavors were chosen through voting and fans were again divided into 3 "Flavor Nations".
Each "Flavor Nation" branded their flavor through a variety of online events and mechanisms.
A competition was held for fans to create a 12 second video ad for their flavor and 3 winners were selected to create the final ad for their flavor with the help of the fans and advertising professionals.
A vote was held for choosing the best product on the DEWmocracy website. Phase 3 DEWmocracy 2 DEWmocracy 1 DEWmocracy 2 Over 700,000 unique visitors on DWEmocracy.com.
200,000 registered users participated in the first phase of the game.
The election campaign netted over 1,500,000 visits at an average of 4 minutes.
Fans created 56,000 homage videos.
123,000 users cast over 350,000 votes for their favorite Dew.
Generated 3,500 threads on a generic message board on the DEWmocracy Web site.
Sales of Dewmocracy flavors totaled 25 million cases in 2008. A product called Mountain Dew Clash was being test marketed before the campaign. It seemed to have a similar composition as one of the 3 finalist products. Also, out of the many possible flavor choices, all 3 finalist products somehow include ginseng. Gave consumers a meaningful role in both the development and promotion processes.
Was more about the actual product than the brand.
Attracted the target audience it was aiming for.
Reached out to consumers on the web in the places they were comfortalbe with. The flash mini-games in DEWmocracy 1 were a bit generic.
The fictional story behind DEWmocracy 1 was a bit cheesy.
Some visitors of the DEWmocracy 1 forums were not happy with the commercial aspect of the endeavor.
There are suspicions that PepsiCo already had the winning flavors selected prior to the campaign. The Product A citrus-flavored carbonated soft drink (now has many flavors) The original formula was invented in the 1940s by two Tennessee beverage bottlers Acquired by PepsiCo in 1964 Mountain Dew represented a 6.7% share of the overall carbonated soft drinks market in the U.S. Sold in the USA, Canada, Australia, the UK, Pakistan, Syria, some European countries More than half million consumers of Mountain Dew each day around the world The Consumers Everyone... ...but especially these guys It used to be mostly these guys... ...and later these guys Consumption target = everyone
Communication target = 13-35 years
"Bullseye" target = 16-18 years

Focus on urban culture:
gaming, urban art, indie music, extreme sports
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