Major Melon Bottle Count
Mountain Dew
2 ANDYs Gold, One Show Silver Pencil, ADC Bronze, 4 One Show Merit, 5 One Show Shortlists, 2 Cannes Shortlists, and a Webby Awards Honoree
For the release of its new life-changing Major Melon flavor, Mountain Dew changed someone’s life on Super Bowl Sunday. Whoever counted all 243 bottles of MTN Dew Major Melon in our commercial and tweeted us first won $1,000,000. My partner and I focused on rolling out the campaign on social. The world tweeted and we reacted, winning the #1 digital share of voice at the Super Bowl.
Reaction Gifs
Each participant had three tries to enter the contest. Through reaction gifs, we let them know how they were doing.
First Entry
Second Entry
Final Entry
Too Small
Too Big
But, what if someone didn’t follow the rules?
Like didn’t include a number in their entry
Or entered more than three times
And, if they tried to get cute with us, we threw it right back at ‘em.
420
13
1,000,000
1111
2020
314159265…
Auto-Filled Tweets
Writing tweets is hard, so we did it for you.
Paid Social Ads
Leading up to the count, we ran paid ads on Super Bowl weekend.
John Cena Posts
Plus, our good friend John Cena promoted the contest on his channels.
Super Bowl Commercial
Can you count all 243 bottles? I couldn’t, so I wrote the tweets instead.