Mountain Dew Major Melon
Social Launch | 2021 Super Bowl Campaign
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 us 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 role was to create content on social media for the campaign.
Reaction Gifs
Each participant had three tries to enter the contest. Through cheeky reaction gifs, we let them know how they were doing.
Special Scenarios
We also created responses based on fun, quirky scenarios.
No Number
Too BIg
Too Small
420
Too Many Entries
1111
13
1,000,000
2020
314
1984
7
Like To Notify Tweets
Tweets that notify people when the counting begins.
Social Ads
Pre Game Posts
To prepare people to count, we made fun tweets for practice.
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.
TV Spot
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