The trend of marketers relying on the wisdom of crowds to create marketing campaigns is escalating as PepsiCo turns over the choice of agencies for three product launches to the masses, ramping up the potential threat to ad shops bypassed or relegated to a supporting role in implementing the resulting efforts.


In a contest beginning this month, Mtn Dew will hand off marketing duties, at least temporarily, for a $100 million-plus business to several potentially unknown players selected by consumers. Via the contest, any agency, independent film company or individual can submit 12-second clips via www.12seconds.tv outlining their ideas for marketing three new Mtn Dew line extensions.


Those line extensions themselves were created by the crowd. Distortion, Whiteout and Typhoon are the latest results of Dewmocracy, an initiative designed to open up product development to consumers. Last year, the Dewmocracy brands accounted for 25 million cases -- or a couple hundred million dollars, according to John Sicher, editor and publisher of Beverage Digest. By comparison, Coke Zero, a major growth engine and core brand for Coca-Cola, sold 96 million cases last year.

"It really is a good piece of business for a line extension, even in this big a category," Mr. Sicher said.


When Dewmocracy launched in 2007, it involved an online game. This time around, Mtn Dew is using Facebook, Twitter and its private online Dew Labs Community to determine the flavor, color, packaging and names of the new products. Now, it's also allowing consumers to select the agencies that will produce 15-second spots for each of the new flavors. Digital advertising and point-of-sale materials could also become a part of the mix. Once the flavors and advertising break in April 2010, consumers will vote to determine which flavor will become a permanent part of the Mtn Dew lineup.








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