See Andy's other stuff:

LinkedIn
RSS Feed

Follow Andy

Contact Me >>

Dewmocracy: Real participation makes a difference

Every company is doing some sort of social media participatory stunt these days. Make a video, submit your ideas, win a whatever — it’s all starting to look the same.

But these three cans caught my eye when they showed up in the mail:

IMG_1316

It’s part of a Pepsi campaign called “Dewmocracy” to promote a new flavor of Mountain Dew. You can see all the details here.

As a blogger who gets 2-3 things in the mail every week, this was the first to catch my eye in a long time.

What I like about the campaign:

  • Asking for input before the product is released makes it feel like we’re part of the process, not just part of the promotion
  • The unlabeled test cans gave it a real insider feel
  • It feels like there is some purpose that is building to something
  • A whole year of participation
  • There is a big payoff at the end — you see your cans in the stores

Email to a friend:

Privacy: We won't save or reuse these emails.

Comments

  1. Kyle Hansen January 4, 2010 at 8:28 am #

    Great idea, but is a blank non-branded sample going to take away from the perception testers have of the product? How about a branded product so the testers have a better brand perception and can also give feedback on the packaging in relation to the product?

Get My Newsletter!

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers:

Never display this again