Mountain Dew hosts social media event for new Ultra Violet flavor

PURCHASE, NY: Mountain Dew is going directly to fans for the launch of a limited-time flavor, Diet Mountain Dew Ultra Violet.

PURCHASE, NY: Mountain Dew is going directly to fans for the launch of a limited-time flavor, Diet Mountain Dew Ultra Violet. Using social media, the PepsiCo brand invited its fans on Twitter and Facebook to an event on August 3. Social media influencers were also invited.

"Our overall strategy is to really engage the fans of Mountain Dew and Diet Mountain Dew and bring them into the fold in a number of interesting ways, whether that's real-life events, social media, traditional media, in-store activation," said Lisa Grey, brand manager for Mountain Dew, which is working with Porter Novelli on the campaign.

This is the first time the company has introduced a limited edition flavor for the Diet Mountain Dew brand. Consumers were first alerted about the flavor via social media.

"The main objective is to build awareness about the brand and this specific launch," Grey added. Mountain Dew hopes the event will build organic buzz leading up to the August 10 launch.

For those fans who could not attend the event, Mountain Dew updated its Twitter and Facebook accounts with notes and photos from the event. Diet Mountain Dew Ultra Violet will be available for 12 weeks.

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