Mountain Dew Quenches Our Social Media Marketing Thirst
Mountain Dew (just check out Ignite’s recycling bin and you’ll quickly see the depths of my vice). While taste (and caffeine) plays a major role in my affection for Mountain Dew, a considerable amount of credit for the brand’s resurgence has to do with promotions, particularly in the realm of social marketing, community oriented interactions and sponsorship investments. Spanning more than sixty years, Mountain Dew’s life has seen its share of ups and downs while undergoing several changes over the decades. In the last decade Pepsi has invested heavily into the marketing of Mountain Dew products, helping secure 80% of citrus flavored soft drink sales in the United States, toppling rivals such as Vault, Mello Yello and Sun Drop. Embracing the power of online social media, Mountain Dew has created a strong presence across top networks including YouTube, Twitter and particularly Facebook. Sporting more than 35,000 followers on Twitter and nearly 4.5 million Facebook fans, Mountain Dew has secured itself within the social network space. Mountain Dew has generated a highly passionate, loyal following of supporters and enthusiasts that not only voice their sentiments toward the brand but also participate in the direction Pepsi takes the product line in the future.