Mountain Dew Major Melon
Super Bowl Campaign Social
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.
Art Directors (social): Anika Grube, Louis Prenaud
Copywriters (social): Alexa Padron, Ali Walker
Designer: Alex Lumain
Associate Creative Directors: 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.