The Mountain Dew DEWmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives.Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________."

Question

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The DEWmocracy campaign involved consumers in the creation and selection of new Mountain Dew flavors, positioning the brand as "for the people, by the people." This approach allowed Mountain Dew to connect with consumers on a personal level and stand out in a crowded market.

The Mountain Dew DEWmocracy 2 Campaign Was an Integrated Marketing