Mountain Dew used the 'DEWcision' campaign to let fans pick which limited edition flavor would become part of the soda brand's permanent product line. Fans could choose from Baja Blast or Pitch Black. The results of the crowdsourced voting were unveiled by skywriting in New York City with Pitch Black winning with 50.5% of the vote.
The social media campaign drew nearly 5.8 million votes. Fans used Twitter to vote for their favorite to be added as a permanent flavor with the hashtags #VotePitchBlack and #VoteBajaBlast. To increase awareness of the DEWcision Campaign Mountain Dew hosted various events that allowed fans to take part in the campaign and vote or compete for their favorite flavor. The campaign showcased the relationship Mountain Dew has with its consumers while illustrating how fans can actively participate in promoting brand awareness.