Gathering that information, Mountain Dew invited the potential media partners to pitch the DEW Labs community.Įntertainment Web sites CollegeHumor, The Onion, Crave Online, and Funny or Die became Mountain Dew Media Partners after DEWmocracy members were asked in February to name their favorite Web sites.Īt CollegeHumor, the group created a campaign that emphasized the ultimate road trip. Through the DEWmocracy project, Mountain Dew polled the 4,000 Dew Labs members about their favorite Web sites. The year-long project now asks Mountain Dew lovers to guide the media-buying process after creating the products and designing the marketing campaign. The move represents the latest in a series of attempts through Dew Labs to turn over the entire product development cycle and marketing process to consumers who love the brand most. Mountain Dew took three new Dew flavors to fans, asking for feedback on placing ad media buys.
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