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
No Number
Too BIg
Too BIg
 Too Small
Too Small
420
420
Too Many Entries
Too Many Entries
1111
1111
13
13
1,000,000
1,000,000
2020
2020
314
314
1984
1984
7
7
Like To Notify Tweets
Social Ads
Pre Game Posts​​​​​​​
TV Spot

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.

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
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