DEWmocracy kicked off with a tiered grassroots campaign, the first step in harnessing the collective intelligence of DEW drinkers to find and develop the next DEW flavor to be added to the permanent collection. A mobile tour that created more than 222,712 sampling experiences, along with home-tasting kits sent to 50 DEW fanatics, narrowed seven test flavors down to three. DEW Labs trucks traveled to 17 markets, giving consumers a chance to vote on the contenders.

DEW Labs, a community composed of Mountain Dew's 4,000 most passionate fans, was created by the brand. Each member received samples of the three final flavors, chose a favorite and joined the corresponding "Flavor Nation." Next, DEW flavor scientists provided insight into the creation process so that Flavor Nations could decide how best to describe their beverages.

Each flavor now needed a color. DEW Labs members received an 18-color palette and a "color pour" video, and selected the three that best matched their beverage. Then DEW fans everywhere were asked to "Shoot Your Shade" and choose among the nine finalists (three colors for each flavor). People picked their favorites on Facebook, and those votes later came to life: Each triggered a shot from a matching paintball gun during a live event conducted with Ustream.tv.

To name their beverage, Flavor Nation members submitted lists of suggestions. Then each Nation chose their three favorites once Mountain Dew's legal department had vetted the names. These finalists now entered into a Twitter race: DEW fans could become followers of their favorite names, and the names with the most followers would win. Typhoon led the pack for No. 509, Distortion landed a majority of votes for No. 231, and White Out won out for No. 493.

Mountain Dew sent out a challenge to designers, art schools, artists and DEW fans to create a look for each flavor. Entrants had to design a basic Mountain Dew label, and DEW fans judged their style on Facebook, narrowing the hundreds of submissions down to 10. The final decision was handed over to the Flavor Nations, who voted for the artist they felt was best suited to their product.

Each Flavor Nation will need a TV commercial, so a call went out to small advertising agencies, film students and individuals: Submit a 12-second Mountain Dew spot that demonstrates your skills. Entries were uploaded to 12seconds.tv, where DEW fans voted for their favorites, choosing six finalists. Voting ended Dec. 13. The finalists will now create short pitch videos for the Flavor Nations, which will each select which ad creator they would like to work with.

Flavor Nations will get competitive as they prepare to fight for the allegiance of DEW fans when their products hit store shelves in April 2010. After the beverages are released, the Flavor Nations will rally friends, family and the rest of the country to vote for their product, with national advertising supporting the rallies. The flavor with the most votes will become a permanent member of the DEW family.