Power to the People

Mountain Dew ramps up "Dewmocracy" game with a multiplayer online game campaign, which involves consumers in the quest for the next Mountain Dew flavor, is set to hit a new level when viral voting begins in February at its dewmocracy.com Web site. With the updated campaign, consumers may select three new flavors that will be included in a nationwide product sampling in July. The winning flavor will hit the market by November. Advertising Age