8th
Dewmocracy
I think this website and campaign were very interesting because of how interactive it is. I thought it was a little strange how they made it so you had to enter a chamber to create your Mountain Dew. But I guess it makes sense to do this because it makes your new Mountain Dew like a survival tool in this virtual chamber world. You have to battle with your dew and this will help to maintain your points and status in the world. I think that it is innovative for Mountain Dew to do this because it is an interesting approach to a campaign. But I also see how it has second life influence and it is interesting how influential virtual worlds are becoming. Even on our own Marist College website there is a link on the homepage to visit Marist College Island on second life.
Dewmocracy is also an interesting name for the campaign because it gives the illusion, or rather brings home the point that this new flavor/type/name of Mountain Dew really is up to those who participate, and this will not be a corporate only decision. I think this reaches Mountain Dew’s target audience because it appeals to a more radical type. Since this opening video resembles a scene that could be in ‘V for Vendetta’ it gives the illusion that this is for the more radical, rule breaking, bold type of consumer. After looking at the message boards however, I think they may have encountered a road block in their campaign idea. Many of the message board subjects were along the lines of “confused”, “need help”, and “this doesn’t dew anything.” I think if they don’t address this problem their campaign and virtual world website will not last through the selection process of a new Dew.
