Growing up, skateboarding was one of my hobbies. While the community and many companies were standoffish of the growing culture, one company was ready to embrace it. Looking at recent history, you might be inclined to say that the company was Red Bull or Target, the first major brand to take to the up-and-coming sports phenomenon was Mountain Dew. Kids loved it and the company loved them back.

Fast forward 15 years and the company still embraces this community, but has also taken to embracing a new community – social media – to launch a new flavor of their soft drink.

The DEWmocracy 2 campaign will put the knowledge of the crowd to select their new flavor. The first phase asked consumers why they should be selected to help the company decide on a new flavor. After whittling the new flavor to three varieties, brand evangelists were left to promote their favorite flavor with the winner entering the Mountain Dew family over an eight-week period. What flavor will win out in the end Distortion, White Out or Typhoon? No matter what variety is selected, Pepsi has successfully leveraged crowd sourcing and social media to launch a new product. Which evangelist tribe do you side with?

Growing up, skateboarding was one of my hobbies. While the community and many companies were standoffish of the growing culture, one company was ready to embrace it. Looking at recent history, you might be inclined to say that the company was Red Bull or Target, the first major brand to take to the up-and-coming sports phenomenon was Mountain Dew. Kids loved it and the company loved them back.

Fast forward 15 years and the company still embraces this community, but has also taken to embracing a new community – social media – to launch a new flavor of their soft drink.

The DEWmocracy 2 campaign will put the knowledge of the crowd to select their new flavor. The first phase asked consumers why they should be selected to help the company decide on a new flavor. After whittling the new flavor to three varieties, brand evangelists were left to promote their favorite flavor with the winner entering the Mountain Dew family over an eight-week period. What flavor will win out in the end Distortion, White Out or Typhoon? No matter what variety is selected, Pepsi has successfully leveraged crowd sourcing and social media to launch a new product. Which evangelist tribe do you side with?

Growing up, skateboarding was one of my hobbies. While the community and many companies were standoffish of the growing culture, one company was ready to embrace it. Looking at recent history, you might be inclined to say that the company was Red Bull or Target, the first major brand to take to the up-and-coming sports phenomenon was Mountain Dew. Kids loved it and the company loved them back.

Fast forward 15 years and the company still embraces this community, but has also taken to embracing a new community – social media – to launch a new flavor of their soft drink.

The DEWmocracy 2 campaign will put the knowledge of the crowd to select their new flavor. The first phase asked consumers why they should be selected to help the company decide on a new flavor. After whittling the new flavor to three varieties, brand evangelists were left to promote their favorite flavor with the winner entering the Mountain Dew family over an eight-week period. What flavor will win out in the end Distortion, White Out or Typhoon? No matter what variety is selected, Pepsi has successfully leveraged crowd sourcing and social media to launch a new product. Which evangelist tribe do you side with?

Growing up, skateboarding was one of my hobbies. While the community and many companies were standoffish of the growing culture, one company was ready to embrace it. Looking at recent history, you might be inclined to say that the company was Red Bull or Target, the first major brand to take to the up-and-coming sports phenomenon was Mountain Dew. Kids loved it and the company loved them back.

Fast forward 15 years and the company still embraces this community, but has also taken to embracing a new community – social media – to launch a new flavor of their soft drink.

The DEWmocracy 2 campaign will put the knowledge of the crowd to select their new flavor. The first phase asked consumers why they should be selected to help the company decide on a new flavor. After whittling the new flavor to three varieties, brand evangelists were left to promote their favorite flavor with the winner entering the Mountain Dew family over an eight-week period. What flavor will win out in the end Distortion, White Out or Typhoon? No matter what variety is selected, Pepsi has successfully leveraged crowd sourcing and social media to launch a new product. Which evangelist tribe do you side with?