Dew Crew Advocacy Program

Dew Crew Advocacy Program

Mountain Dew has created a very successful advocacy program and has rolled it out on various college campuses across the US. Their advocacy program consists of a screening process to identify brand advocates, then allowing them to become brand spokes people in their community, manage and launch their individual marketing programs for the brand.
This allows companies to find motivated influential and passionate individuals, and have them reach out locally to influential members of the community through online and offline means, where they can recommend the brand as well as create a local community and meaning for the brad. The Dew Crew now become a co-creator of the brand as they bring their own meaning, identity and vision to it locally and through their network, and they get rewarded for their passion.
The portal holds a variety of tools, assets, widgets, and marketing collateral, all downloadable or forward-able, to allow the Dew Crew to create their own marketing campaigns for the Mountain Dew brand. Individuals on this portal have competitions with each other, create best practices, blog, upload pictures of events and become even more committed to Mountain Dew and to spreading the word. Companies should think about the value of tapping into this advocacy model to allow for passionate consumers to recommend the brand, empower them with the tools to successfully do so and reward them for their loyalty and passion. This form of engagement has proven very successful for Mountain Dew, has created very loyal users and allowed for efficient acquisition of new consumers all by allowing selected users to have access to marketing tools online to develop their own brand campaigns.