Mountain Dew – Major Million

Super Bowl ads are weird. They kinda just air once, then you never see them again.

To launch MTN Dew’s new watermelon flavor, we wanted to get people to rewatch our ad. A lot. And pause the Super Bowl to look at our product. Then talk about it on social media.

So we made it a game.

Because we couldn’t release the spot early, we had to drum up some kind of interest before the game. So we made a teaser and and a big announcement with John Cena, which got him on Good Morning America and The Tonight Show.

The spot was just the tip of the watermelon. 275,000 people flocked to Twitter to play our game after the spot aired. And we worked with Twitter to create a custom bot that would respond with unique GIFs to every entry.

And we used MTN Dew’s social platforms to teach everyone how to count bottles in the days before the Super Bowl.

#MTNDewMajorMelon trended at #2, behind #SuperBowlLV.

275,000 people guessed, with nearly 560 guesses a second.

We were the #1 brand on Twitter, with 35% of all mentions. We had #1 digital share of voice.

And out of 63 billion total social impressions for every ad in the game, we had 52 billion for our ad alone.