Mountain Dew Major Melon
Super Bowl Campaign 
The first campaign to truly gamify the big game.
Count how many bottles there are and win a million dollars.
The Film
The Case Study
The Tweets
This could be you after winning a million dollars just for counting bottles of #MTNDEWMAJORMELON.
It’s raining bottles of new watermelon #MTNDEWMAJORMELON
People make mistakes. Like when you forgot to include a number in your tweet. Enter again for a chance to win.#MTNDEWMAJORMELON
This is important. Know how to count new #MTNDEWMAJORMELON bottles when you see it. There’s a million dollars on the line.
The #MTNDEWMAJORMELON car needs a name.
Drop your best here
Something life changing is coming to Super Bowl LV… #MTNDEWMAJORMELON
Sorry, you only get 3 chances at a million bucks. But on the bright side, you can go out and get as much #MTNDEWMAJORMELON as you want. Stay tuned to see who won. Rules: http://lifechangingdew.com
Rollin into the week like...
#MTNDEWMAJORMELON
What breed is the #MTNDEWMAJORMELON dog?
Well, maybe not “you.” You all guessed so many times, and even a few were right! But our lawyers told us to tell you that we’re working on it and will let you know as soon as we can Visage avec langue
In the meantime, you should drink a #MTNDEWMAJORMELON while you wait for our announcement.
We wish that inside of every new watermelon flavored #MTNDEWMAJORMELON there was another bottle of delicious Major Melon. But that isn’t how it works. Yet.
us showing up with our commercial on Sunday like
You should count and Tweet every #MTNDEWMAJORMELON bottle in our ad on Sunday. But don’t sweat it. There’s only a million dollars on the line.
Practice counting bottles of our delicious new watermelon flavored #MTNDEWMAJORMELON until the sun goes down and you fall asleep on the couch and it starts all over again.
You: thinking we’ll stop talking about #MTNDEWMAJORMELON
Us:
Can’t sleep? Count new #MTNDEWMAJORMELON bottles instead.
You did it! You counted! Was it correct? Stay tuned to see who wins at counting bottles of #MTNDEWMAJORMELON
Rules: http://lifechangingdew.com
Like this tweet to be notified when the count begins. Yup, we’re giving away one million dollars in our #MTNDEWMAJORMELON ad on Sunday.
Sure about that? Lucky for you, we'll give you one more chance to get the right number. Make it REALLY count. #MTNDEWMAJORMELON
Rules: http://lifechangingdew.com
Agency:TBWA\Chiat\Day\NYC
CCO: Chris Beresford-Hill
ECDs: Julia Neumann, Amy Ferguson
ACDs: Holden Rasche, Ashley Veltre
Creatives: Alli Walker, Louis Prenaud