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TBWA\Chiat\Day NY gamifies the Super Bowl for the launch of MTN DEW Major Melon
To mark the first new permanent flavor for Mountain Dew in over a decade, we gamified the Super Bowl for the launch of MTN DEW Major Melon, turning the game into a contest to count all the bottles of the new product in the spot for a chance to win one million dollars. ​​

People paused the Super Bowl just to rewatch our ad. It was a game you could only enter by saying the name of our new flavor to everyone on Twitter. And we partnered with Twitter to create a new way to behave: customizing a user experience that engaged people every time they guessed, keeping them interested and encouraging them to guess again.

Using existing tools and building new bots, our campaign resulted in “one of the best partnerships” Twitter has experienced. Adweek predicted our Super Bowl spot was likely to become the most watched ad, later noting “No Super Bowl Advertiser Did It Like Mountain Dew.” In the end, MTN DEW was the #1 brand on Twitter, #1 digital share of voice and helped the brand blow past its annual sales goal in 12 weeks.


Cannes Lions - Silver | Social Media

Andy Awards - Gold | Craft and Idea