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1 pages/≈275 words
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Subject:
Business & Marketing
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Coursework
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English (U.S.)
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Topic:
PepsiCo's DEWmocracy Crowdsourcing Campaign
Coursework Instructions:
Dewmocracy Case Study
- What do companies gain from crowdsourcing products and ideas for products from consumers?
- What was the value proposition to PepsiCo (owner of Mountain Dew) of the series of DEWmocracy2 campaigns? How do you think PepsiCo benefitted?
- What do you think about the multi-stage (multi-campaign) design of DEWmocracy2? For each stage, how effective do you think it was in engaging consumers with the Mountain Dew brand?
- Were there too many stages? Why?
- Do you think this multi-stage approach was effective in keeping consumers’ interest in Mountain Dew (and DEWmocracy2, specifically) high over time? Were some stages better/more effective than others?
- What was the value of having “Flavor Nations” formed from Dew Labs members? Value to PepsiCo? Value to the members?
- Could PepsiCo use this approach for other brands in their portfolio? Have they? For which types of brands and target segments does crowdsourcing in this way seem most appropriate?
- Select a brand from PepsiCo’s portfolio (lists of brands can be found on the PepsiCo website). Develop a crowdsourcing campaign (or series of campaigns) for that brand.
Coursework Sample Content Preview:
DEWMOCRACY CASE STUDY
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Dewmocracy Case Study Questions
1. Companies can benefit from crowdsourcing products and consumer ideas. These benefits might include generating new product ideas, engaging customers more deeply with the brand, and creating a sense of ownership or loyalty among customers involved in the process.
2. PepsiCo likely benefitted from the DEWmocracy2 campaigns in several ways. The campaigns helped generate excitement and interest in the Mountain Dew brand, enabled PepsiCo to gauge customer interest in different flavor options, and helped foster a sense of community and loyalty among fans of the brand.
3. The multi-stage design of DEWmocracy2 allowed PepsiCo to engage with consumers over an extended period, keeping them interested and involved in the campaign. Each stage helped generate excitement, build anticipation, and allow consumers to participate differently.
4. There seems to be no evidence that there were too...
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