Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 15, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53892 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 15, Problem Additional_Discussion_Questions 1 : 11.The chapter opener discusses the DEWmocracy social media...

11.The chapter opener discusses the DEWmocracy social media campaign used by PepsiCo to select a new flavor to add to the Mountain Dew product line.  Discuss the pros and cons of using social media and consumer generated content to select an addition to the Mountain Dew product line.  How might Mountain Dew’s ad agency react to having them do the creative work for the brand? (L01, 2)


Step-By-Step Solution


The DEWmocracy campaign is an excellent example of how marketers can make effective use of social media and user-generated content to get consumers engaged with their brands.  The first DEWmocracy initiative opened up the product development process to loyal fans of the soft drink and more than 1 million people participated in various aspects of developing three alternatives for the line extension including flavor, the name, graphics and color.  DEWmocracy 2 took this process even further by taking advantage of the growing power of social media such as YouTube, Facebook, 12seconds.tv.  Consumers were asked to participate in various aspects of the product development and marketing process by joining “Flavor Nations” which were charged with developing names, package designs and colors.  Fans were also engaged by participating in the selection of advertising agencies who worked closely with the DEW brand team and the Flavor Nations to create television sports for each flavor.  The DEWmocracy initiatives worked well because the Mountain Dew brand franchise has a very loyal and passionate fan base that enjoyed having the opportunity to become more engaged with the brand. This is a very different approach that using traditional media advertising which really does not offer consumers the opportunity to become involved with the brand.  One might argue that PepsiCo took somewhat of a risk by turning so much of the brand development process over to consumers rather that doing it themselves. However, it should be noted that the Mountain Dew brand team worked closely with the Flavor Nations throughout the process and was able to maintain some control and input. Regarding the reactions of the advertising agency it is unlikely that they would be excited about the DEWmocracy initiatives as virtually no agency created media advertising was used during the campaign. However, it is to their benefit to strengthen the Mountain Dew product line as it is likely that PepsiCo will include media advertising in future IMC efforts.


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