DEWmocracy
At first I wasn’t really sure what to make of it, whether it was cheesy or innovative. after watching the video a few times and doing a bit of looking around on the website i started to see how unique this campaign really is. The site does not seem to be fully operational yet but it impressed me enough to sign up. As an official member of DEWmocracy I have the job of saving the world from the extinction of free will and creativity.
The campaign is set in a world where free will is not tolerated and the only thing that can change that is the elixir, the new mountain dew. My job is to design the color, logo, and name of the new drink. the message they are trying to get across is that dew is a drink for those who are striving for something different and against the status quo. The implications it has is that you have to sign up to design a bottle and there are limitations on what you can do with it. The “design your own” idea really allows the consumer to get involved in the creative process. This unique campaign technique will attract a broader market and allow anyone who desires to put in their ideas. This essentially takes the tough job of creating what the people want away from the company and actually giving it to the people. Obviously Mountain Dew will have the final say but with millions putting in their ideas and comments I am sure one must be good enough to sell.
