In June, Mountain Dew launched their “Dewnited States” campaign art put Michigan’s Upper Peninsula as part of Wisconsin and got called out by the Upper Peninsula’s Twitter (run by Bugsy Sailor who owns Upper pininsula Supply Co.).
Hey, Upper Peninsula: we hear you, and we’re sorry for misplacing you on our #DEWnited map. Give us a chance to right our wrong. Help us fill this special edition label by telling us all of the things you love about the Upper Peninsula (note to self: located in MICHIGAN) pic.twitter.com/cSzJQYc2tl
— Mountain Dew® (@MountainDew) July 10, 2019
MD decided to actually take him up on the dare and not only do a custom UP bottle, but also an activation at his store and at the UP State Fair where attendees could dunk MD employees into a dunk tank and get free MD and swag.
Why its hot:
A great example of a brand taking a mistake in a campaign and creating a unique customer experience and activation and shifted the conversation from a L to a W.