Mountain Dew DEWmocracy is all about harnessing the collective intelligence of DEW fans from across the USA to create products and brand communication. DEW drinkers are creating three new Mountain Dew flavors – and making the key decisions every step of the way. They choose the flavors, names, colors and package designs of their products. Now, they get to choose who creates the advertising for each one as well.
To participate in a contest you have to create a 12-second spot for Mountain Dew focused on the neon citrus fresh drink. The approved submissions are showcased online to DEW fans everywhere. The video must be submitted to www.12seconds.tv/campaign/DEWmocracy between October 5 and November 30.
Those who want to participate should refer to video format specs available at www.12seconds.tv for complete information. When voting closes, the six leading submissions will be revealed. In the end, three finalists will be selected to receive funding for a :15 TV DEW spot.