Dew Does The Crowd

WIRED — Mountain Dew is in the midst of a social media experiment that will heed the crowd to an extent perhaps no major corporation has yet attempted, not only in the creation of a new brand but in who will be hired to market it. Companies have been created based on crowdsourcing principles, of course, and well-known brands of every stripe have long jumped on the social network bandwagon to drum up interest and give consumers at least a sense that they have had an impact on product decisions. But Mountain Dew is taking it to a new level...