Mountain Dew ramps up "Dewmocracy" game

01/27/2008 | Advertising Age (tiered subscription model)

PepsiCo's multiplayer online game campaign, which involves consumers in the quest for the next Mountain Dew flavor, is set to hit a new level when viral voting begins in February at its Web site. With the updated campaign, consumers may select three new flavors that will be included in a nationwide product sampling in July. The winning flavor will hit the market by November.

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