Mountain Dew’s new berry-flavored drink, Dew Voltage, is launching its digital marketing initiative this week. The online marketing approach directs Dew fans to Dewmocracyvoltage.com. Here, the consumers are rewarded with points for virally spreading the word about the new drink, as well as interacting with the brand. Points earned can be redeemed for branded swag, snowboards, an Xbox and other prizes.
The fact that Dew Voltage is using the Web community to market itself is not a stretch. The product was actually “born” on the Web, as it was the winner of three flavors by 42% of the 1.6 million people who voted on Dewmocracy.com last summer.
The promotion also rewards fans who integrate the brand on their social networking sites, like becoming a fan on Facebook, checking it out on YouTube, downloading Dew Myspace themes and placing “Buzz badges” on social networking sites and message boards.
Mountain Dew spent $625,000 on online media in the first 10 months of 2008 and $800,000 in 2007.
For the full article of what other approaches Dew Voltage is taking to get it into the marketplace, go to: http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i1942a668aacaa5e34f6192f7e8d19f00