Mountain Dew Major Melon
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. 

#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.
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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​​​​​​
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