Mountain Dew connected with American consumers by tapping into state pride, creating a custom label for each and every state. They wanted to drive conversation about the label art and inspire some passionate fans to collect all 50 limited edition labels.

We developed a first-of-it’s kind response mechanic that listened for users Tweeting any of the 50 states, and would automatically Tweet back with the label art that they’d asked for. This free-form auto response ability was developed specifically for this program.

Roughly 70,000 pieces of label art were sent to Dew fans over the summer.

Program Launched: June 2019