


(Brief)-Re-imagine Mountain Dew based on cultural relevance (Idea)- Mountain dew will launch its #DewIt Kick-start Campaign in New York City. Upon downloading the #DewIt app users can participate in a scavenger hunt around their city both as individuals or as a team to find the #DewIt sticker for a chance to win free mountain dew for a year.The DewIt App is only available for a limited time and self destructs from all users phones once the #DewIt sticker is discovered. The campaign will allow cities around the globe to interact and challenge one another across social media platforms to see you will be next to #DewIt by using our #DewIt hashtag. Mountain Dew flavors will vary from city to city as we expand the campaign.