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Master Class B: "How to Make Online Video Work for Your Brand"
– DEWmocracy: (dü-mä-krə-sē) Creating the next Mt. Dew product by harnessing
the collective intelligence of the brand’s passionate fans.
• What Is The DEWmocracy Campaign?
• Turning Passionate Fans Into Brand Advocates…
• A Community of Over 4K Mountain Dew Loyalists
• Who are they?
– Consumers who crave interaction with, and are willing to advocate for, Mt. Dew
– 83% of members joined DEW Labs to help shape the future of DEW
– 69% male
– 50% age 18 – 24
• DEW Labs Has the Ability to:
– Activate Influencers
– Generate Positive Word of Mouth
– Identify and Test Creative Concepts
– Develop Online Content
– Garner Deeper Insights
– Launch Rewards/Recognition
– Activate Offline Grassroots Events
– Leverage Members Talents/Interests
• STAGE 1: “Taste Test & Creating Flavor Nations”
– A grassroots mobile tour that created more than 222,712 sampling experiences, along with
home-tasting kits sent to 50 DEW fanatics narrowed seven test flavors down to three.
– Each member of DEW Labs, a community composed of Mountain Dew’s 4,000 most passionate
fans, received samples of the three final flavors, chose a favorite and joined the corresponding
“Flavor Nation”.
– To name their beverage, Flavor Nation members submitted lists of suggestions.
• STAGE 2: “Naming & Branding”
– Finalists were entered into a Twitter race: DEW fans became followers of their favorite names,
and the names with the most followers won: Typhoon led the pack for No. 509, Distortion for
No. 231, and White Out for No. 493.
• STAGE 3: “Flavor Release and Digital Media Partnerships”
– The Flavor Nations worked in conjunction with the brand to decide which digital partners
execute DEWmocracy, and how it’s executed, both creatively and in terms of distribution.
– After the products are released, the competition has officially begun. Using their share of voice,
and a phased approach, “Flavor Nations” will champion their flavor:
o Phase 1: Flavor Nations Spread Buzz (February to June)
o Phase 2: Grassroots Efforts & Consumer Activation (Mid-April to June)
o Phase 3: General Market Voting (April 19 to June 7)
Master Class B: "How to Make Online Video Work for Your Brand"
• Create experiences that
tell the DEWmocracy
story
• Role of video: Develop
customized
programming
• Expand program
beyond Dew Labs
• Role of video:
Distribution of existing
content and TV
commercials
• Utilize existing partner
content and pre-roll
• Role of video: Deliver
high response metrics
and vote volume
How Mt. Dew utilized the Break Media Network to drive
awareness, and generate interaction and engagement for
the campaign.
• Break Media drove awareness and traffic to DEWmocracy.com by running high impact
Homepage Takeovers on Break.com, which each promoted a different nominated flavor.
• To extend the DEWmocracy
themes to Break.com, Break
Media created the “Power to the
People” custom channel.
• The “Power to the People”
custom channel enabled users to
vote on three (3) pilot webisode
concepts to decide which should
get the “green light”.
• To drive traffic and encourage votes on Mountain Dew’s “Power to the People” custom
channel, Break Media ran the following promotional units:
Co-Branded Units In-Video Bugs Homepage Tabs
Pilot Webisode #1: “Lucky Losers”
• Break Media distributed the winning video across the Break Media Network through
an innovative Page Engage Unit.
• Mountain Dew fully delivered with an overall CTR of .17% and garnered over 118,000
total clicks throughout the campaign.
• Out of the three flavors displayed on the Break.com Homepage, HPTO Distortion was
the top performing with a 1.18% CTR.
• The “Power to the People” Custom Channel that featured the winning original production
webisode “Lucky Losers” had an overall CTR of 6.85%. (50% above average)
• There were over 6,400 video votes (in one week) on the “Power to the People” custom
channel and over 51,000 video views for the winning pilot original series “Lucky
Losers.”
• Social media outlets extended the overall exposure of the video
• Why it worked/How to Improve
– Video was an integral element to bringing the DEWmocracy story attributes to
life
– Involving consumers in the selection of content delivered a more engaging
experience
– Having Break producers write script in partnership with agency/brand was key to
success
– Editorial integration added to the over all value
– Creating assets outside of the 30-second spot allowed for a more robust cross
media campaign
– For the next phase of the campaign, we have the ability to measure the success
via engagement and intent to purchase metrics through 3rd party vendors
Master Class B: "How to Make Online Video Work for Your Brand"

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Master Class B: "How to Make Online Video Work for Your Brand"

  • 2. – DEWmocracy: (dü-mä-krə-sē) Creating the next Mt. Dew product by harnessing the collective intelligence of the brand’s passionate fans. • What Is The DEWmocracy Campaign? • Turning Passionate Fans Into Brand Advocates…
  • 3. • A Community of Over 4K Mountain Dew Loyalists • Who are they? – Consumers who crave interaction with, and are willing to advocate for, Mt. Dew – 83% of members joined DEW Labs to help shape the future of DEW – 69% male – 50% age 18 – 24 • DEW Labs Has the Ability to: – Activate Influencers – Generate Positive Word of Mouth – Identify and Test Creative Concepts – Develop Online Content – Garner Deeper Insights – Launch Rewards/Recognition – Activate Offline Grassroots Events – Leverage Members Talents/Interests
  • 4. • STAGE 1: “Taste Test & Creating Flavor Nations” – A grassroots mobile tour that created more than 222,712 sampling experiences, along with home-tasting kits sent to 50 DEW fanatics narrowed seven test flavors down to three. – Each member of DEW Labs, a community composed of Mountain Dew’s 4,000 most passionate fans, received samples of the three final flavors, chose a favorite and joined the corresponding “Flavor Nation”. – To name their beverage, Flavor Nation members submitted lists of suggestions. • STAGE 2: “Naming & Branding” – Finalists were entered into a Twitter race: DEW fans became followers of their favorite names, and the names with the most followers won: Typhoon led the pack for No. 509, Distortion for No. 231, and White Out for No. 493.
  • 5. • STAGE 3: “Flavor Release and Digital Media Partnerships” – The Flavor Nations worked in conjunction with the brand to decide which digital partners execute DEWmocracy, and how it’s executed, both creatively and in terms of distribution. – After the products are released, the competition has officially begun. Using their share of voice, and a phased approach, “Flavor Nations” will champion their flavor: o Phase 1: Flavor Nations Spread Buzz (February to June) o Phase 2: Grassroots Efforts & Consumer Activation (Mid-April to June) o Phase 3: General Market Voting (April 19 to June 7)
  • 7. • Create experiences that tell the DEWmocracy story • Role of video: Develop customized programming • Expand program beyond Dew Labs • Role of video: Distribution of existing content and TV commercials • Utilize existing partner content and pre-roll • Role of video: Deliver high response metrics and vote volume
  • 8. How Mt. Dew utilized the Break Media Network to drive awareness, and generate interaction and engagement for the campaign.
  • 9. • Break Media drove awareness and traffic to DEWmocracy.com by running high impact Homepage Takeovers on Break.com, which each promoted a different nominated flavor.
  • 10. • To extend the DEWmocracy themes to Break.com, Break Media created the “Power to the People” custom channel. • The “Power to the People” custom channel enabled users to vote on three (3) pilot webisode concepts to decide which should get the “green light”.
  • 11. • To drive traffic and encourage votes on Mountain Dew’s “Power to the People” custom channel, Break Media ran the following promotional units: Co-Branded Units In-Video Bugs Homepage Tabs
  • 12. Pilot Webisode #1: “Lucky Losers”
  • 13. • Break Media distributed the winning video across the Break Media Network through an innovative Page Engage Unit.
  • 14. • Mountain Dew fully delivered with an overall CTR of .17% and garnered over 118,000 total clicks throughout the campaign. • Out of the three flavors displayed on the Break.com Homepage, HPTO Distortion was the top performing with a 1.18% CTR. • The “Power to the People” Custom Channel that featured the winning original production webisode “Lucky Losers” had an overall CTR of 6.85%. (50% above average) • There were over 6,400 video votes (in one week) on the “Power to the People” custom channel and over 51,000 video views for the winning pilot original series “Lucky Losers.” • Social media outlets extended the overall exposure of the video
  • 15. • Why it worked/How to Improve – Video was an integral element to bringing the DEWmocracy story attributes to life – Involving consumers in the selection of content delivered a more engaging experience – Having Break producers write script in partnership with agency/brand was key to success – Editorial integration added to the over all value – Creating assets outside of the 30-second spot allowed for a more robust cross media campaign – For the next phase of the campaign, we have the ability to measure the success via engagement and intent to purchase metrics through 3rd party vendors