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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. Visitors could document their experience in a video booth in the truck and were also directed to YouTube, Facebook and Twitter to watch the videos and comment. At the same time, hundreds of DEW fans submitted video clips and emails for a chance to get a unique DEW in a Box sampling kit, housed in a fold-out box featuring DEW-commissioned artwork. The 50 lucky home-tasters recorded themselves sampling the flavors, using the kit's flip video camera, and uploaded the clips to YouTube and Facebook. Ultimately, three final flavors emerged: No. 231, No. 493 and No. 509.
