The official Dew Labs logo.
DEW Labs™ was a private online community of more than 900 of the most passionate Mountain Dew drinkers, fans, and advocates.
History[]
Launched on July 15th, 2009, DEW Labs got its start to coincide with the Second DEWmocracy promotion. Invitations sent online and through e-mail were used to find DEW fanatics to become members. These members then received samples of the three flavor finalists from DEWmocracy 2 and then split into "Flavor Nations" that corresponded with their favorite flavor. From there, members were very involved with the creation and campaigning periods of the promotion.
DEW Labs was a fairly active community, with occasional exclusive activities for members to participate in.
The website was taken offline in May 2014 with no warning.
Purposes[]
The many areas of the DEW Labs website corresponded to actions that members could take:
- Discussions - Members could engage in mass discussions on a variety of topics
- Activities - On occasion, an activity would be posted for members to take part in, such as polls
- Albums - Collections of member-uploaded photos and videos
- Ideas - Perhaps the most active area, this is where members can post their own ideas for DEW flavors, promotions, and generally make suggestions on the future of the brand
