Mountain Dew Major Melon
2021 Super Bowl Campaign | Social Launch
For the release of Mountain Dew's new life-changing 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.
My job was to create fun, cheeky content and reaction responses for the competition on social media.
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.
Team
CCO: Chris Beresford-Hill
ECDs: Amy Ferguson, Julia Neumann
ACDs: Ashley Veltre, Holden Rasche
Art Director (social): Anika Grube, Louis Prenaud
Copywriters (social): Alexa Padron, Alli Walker
Designer: Alex Lumain
Director: Tom Kuntz