ADVERTISING AGE — In mid-2009, Mtn Dew's marketing team decided to test the limits of earned media by moving a marketing budget that represents more than $100 million in sales almost entirely online. It was the second iteration of its "Dewmocracy" campaign, but this time the beverage maker decided to double-down. In the course of more than a year, it would tap its own consumers to build line extensions from the flavor up and delve deeper into online channels to spread the word...

MEDIAPOST — Brands need to stop shouting at consumers and pull them up on the mountain to stand side by side. That's the message Frank Cooper, senior vice president and chief consumer engagement officer at PepsiCo Americas Beverages, sent attendees Monday during the keynote at the IAB Annual Leadership Meeting 2010 in Carlsbad, Calif. "We remain in the middle of a brand marketing crisis," Cooper says, pointing to the rapid pace of loss of brand loyalty that leads to a decline in marketing budgets and return on investments. "The marketing model is failing its most basic mission"...

MASHABLE — Companies on the social web are increasingly trying to create better relationships by doing good. These social media efforts have created incredible new ways for companies to partner with non-profits and customers. The resulting wide ranging series of initiatives include contests, giveaways, fundraising drives and events to benefit communities. While cause marketing and corporate social responsibility (CSR) programs have been around for some time with fantastic campaigns, open crowd-oriented social media initiatives are new. We decided to take a look at some of the best corporate efforts around. These five initiatives represent some of the best corporate "social media for social good" campaigns to date...

ADWEEK — For all the excitement about social media, there's a specter hanging over its use by companies. Is all this tweeting, blogging and Facebooking paying off? For some proponents, the question is irrelevant. They agree with the view encapsulated in the social media bible The Cluetrain Manifesto -- markets are conversations. Companies have to participate in the conversations where they're happening, ROI be damned. Their dismissal of metrics is summed up in an oft-repeated question, "What's the ROI of putting on your pants on in the morning?"...

ADVERTISING AGE — Don't look now, but big brands are checking in on Foursquare. Pepsi, frozen-dessert chain Tasti D-Lite and cable network Bravo are all attempting to harness the power of the mobile game/social network. The question is whether they'll pay for the privilege. Or whether Foursquare, which has 300,000 users now voluntarily "checking in" at locations, and broadcasting that to their followers, will transcend its current "it" status among the technorati and become a lasting consumer phenomenon -- and a marketing tool...