Advertising Age Article Abstract
Mountain Dew Makes MMO More Than Just a Game
'Dewmocracy' Draws 200,000 Registered Users in First Phase of Elaborate Plan to Choose New Flavor
NEW YORK (AdAge.com) -- Pepsi-Cola's rich, massively multiplayer online game "Dewmocracy" supports an ever-expanding plan to let consumers choose the next flavor of Mountain Dew. It's no low-involvement proposition for consumers, which is why the marketer is cheered by early returns. ...