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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:


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

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  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?

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