Mountain Dew Major Melon SUPERBOWL SOCIAL
Mountain Dew
For the release of Mountain Dew's Major Melon flavor, we created a 360 social campaign for the Super Bowl. 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.
We focused on how the campaign rolled out on Twitter. Participants had three chances to enter the contest, and we let them know how they were doing with reaction tweets.
PRESS : Muse by Clio, Adweek, AdAge, Good Morning America
#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.
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








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
Client: Mountain Dew