Mtn Dew's in-house fan engagement team is helping the company build stronger customer relationships by searching social media for loyal customers then creating content and products that resonate with this market segment, including its scented body wash, writes Kristina Monllos. Nicole Portwood, Mtn Dew's vice president of marketing, says consumers want connections and conversation with brands, adding, "That's what makes us different and makes the way we're approaching this different from just being a soda putting out our message."
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