Mountain Dew Major Melon
Mountain Dew
For the release of Mountain Dew's Major Melon flavor, we created a 360 social campaign for the Superbowl. Whoever counted all 243 bottles of MTN Dew Major Melon in our commercial, and tweeted the correct amount first, won $1,000,000. The world tweeted and we reacted, winning the #1 digital share of voice at the Super Bowl.
AD (social): Anika Grube, Louis Prenaud
CW (social): Alexa Padron, Ali Walker
Designer: Alex Lumain
ACDs: Ashley Veltre, Holden Rasche
ECD: Amy Ferguson, Julia Neumann
CCO: Chris Beresford-Hill
Agency: TBWA/Chiat/Day NY
Reaction Tweets



Special Scenarios

No Number

Too BIg

Too Small

420

Too Many Entries

1111

13

1,000,000

2020

314

1984

7
Like To Notify Tweets



Social Ads


Pre Game Posts








TV Spot
PRESS
#MTNDewMajorMelon trended at #2, behind #SuperBowlLV on Twitter.
275,000 people guessed, with nearly 560 guessed a second.
And out of 63 billion total social impressions for every ad in the game, we had 52 billion for our ad alone.
We were the #1 brand on Twitter, with 35% of all mentions. We had #1 digital share of voice.