Mountain Dew has evolved from a once country drink to mainstream consumers. The company has also emerged as a leader in utilizing digital means and ultimately social media to drive its product into the number one drink for generation Y.
1. The marketers for Mountain Dew held a constant theme of DIY—Do it Yourself. As the digital age engulfed media, the company found traditional methods not working—it wanted to involve the consumers. Ultimately they had over 1.5 million people participate in the Dewmocracy Part 1 campaign. This campaign employs what main concept?
a. product engagement
b. consumer engagement
c. social media
d. digital move concept
e. social traditional blend
2. One of the biggest differences of social media to traditional media is that social media consists of _____ % planning and ____ % execution and management, whereas traditional media is exact opposite ____ % planning and ____ % execution and management.
a. 80, 20; 20, 80
b. 20, 80; 80,20
c. 70, 30; 30, 70
d. 30, 70; 70, 30
e. 50, 50; 50, 50
3. Rather than pull consumers to its sites and product, the Dewmocracy 2 campaign _____________. This allowed the consumers to talk about the product and help create it within their social networks.
a. went to college campuses around the United States
b. emailed consumers the questionnaires
c. conducted a hands on market research campaign
d. used gamification to rebrand the product
e. went to sites where consumer were socializing
4. Dew created three separate nations, one for each flavor and then opened it up to the public to vote online for their favorite. Why was the vote live and why did the company use live paint balls to register the choice?
a. Social media requires live exchange.
b. The company was unable to create a YouTube channel.
c. The company wanted to increase its Facebook friends.
d. The company wanted to engage the voters in gamification.
5. Dewmocracy created a campaign where consumers could compete to try the seven new flavors. Potential consumers competed with videos stating why they were the best contestant to be the judge. This is most closely associated with which traditional promotional component?
a. contest
b. point of purchase display
c. sampling
d. sweepstakes
6. Dew wanted to create a campaign based on its core concept of DIY. They ran multiple contests and created nations and communities for each flavor. These contests were for the product, the packaging, and even the name. What was the ultimate goal of this campaign?
a. deepen the connection with those consumers who loved the brand
b. expand market share
c. steer off competition
d. build its Facebook followers
e. create a new product