Motive Wraps Up DEWeezy Project

Share Article

The Denver and New York City Based Agency led the charge in building a groundbreaking National Consumer Engagement Campaign With Mountain Dew®, Lil Wayne, STOKED, MTV and fans.

“The DEWeezy Project is yet another great example of a groundbreaking, multilayered and multifaceted consumer engagement campaign the team at Motive has successfully executed,” said Matt Statman, founder and creative director at Motive.

Motive, a creative studio focused on big idea development through a collective group of broad-based individuals with diverse backgrounds, completes a groundbreaking national consumer engagement campaign, as part of The DEWeezy Project (, a collaboration between Mountain Dew®, STOKED, MTV and Grammy Award winning recording artist, Lil Wayne. The partnership was launched to inspire creativity and a sense of community among fans through the development of the next Mountain Dew commercial that has been documented and will be featured by MTV the week of December 10th, 2012.

Motive initiated the process by tasking STOKED, an action sports youth development agency based in New York and Los Angeles that promotes personal development, academic achievement and healthy living to under-served youth, with ideating and selecting three unique TV concepts, all the while getting a behind-the-scenes, hands-on look at a professional television production. Motive built a weekly curriculum of educational engagements designed to take the teens through every step of the creative process — including concept, design and final video production of a television commercial shoot.

Secondly, Motive architected and executed an engagement platform that allowed Mountain Dew and Lil Wayne fans to engage directly with the project via a series of webisodes, blog journals, Twitter posts, content creation and voting. Fans were given an opportunity to influence the outcome and direction of the entire process by uploading photos of inspiration, influencing the script by writing lines that supported the storyboards, voting on which concept got created and ultimately choosing which version of the spot hit the airwaves. In addition, fans could comment, provide feedback and interact with questions via real-time communication through Twitter on the actual commercial shoot day. Finally, MTV has partnered with The DEWeezy Project to promote the program and feature the documentary.

“The DEWeezy Project tapped into Mountain Dew’s legacy of authentic collaboration with our fans. Working with the students from STOKED was an incredible experience that gave everyone involved a unique opportunity to learn about the impact of consumer engagement on a deeper level, and we look forward to many other joint programs in the future,” said Brett O’Brien, vice president of marketing for Mountain Dew.

Thousands of consumers took part in the collaboration by inspiring ideas and helping the STOKED team select the final commercial, which aired during the live broadcast of the DEW Tour on October 20th in San Francisco, California.

A 23-minute documentary will be highlighted by MTV the week of December 10th, illustrating the entire DEWeezy Project journey and the amazing storyline and growth that the STOKED kids have made both personally and professionally while working with the teams from Motive and Mountain Dew. MTV will be showing clips, discussing the process, featuring interstitials, interviewing Lil Wayne and driving consumers online to view the experience.

“The DEWeezy Project is yet another great example of a groundbreaking, multilayered and multifaceted consumer engagement campaign the team at Motive has successfully executed,” said Matt Statman, founder and creative director at Motive. “We have found that many of our clients and their brands lay at the crossroads of digital, social, promotional, brand and grassroots marketing and we pride ourselves on finding a way to bring them all together by weaving a unique thread of consumer engagement through each execution, regardless of the brand and its story. The DEWeezy Project is a campaign that we are extremely proud of internally, externally and industry-wide.”

Recently acquired by Project: WorldWide (, Motive, is a creative studio with offices in Denver and New York City, that concepts, architects and executes groundbreaking traditional and nontraditional consumer engagement programs on the cutting edge of digital, experiential, promotional, grassroots and social marketing. The studio is filled with a collective group of individuals with very broad and diverse backgrounds: everything from strategists, brand builders, writers, artists, art directors, techies, photographers, filmographers, illustrators, animators, documentarians, market analysts, media gurus, entrepreneurs, bon vivants, pop culture enthusiasts and inventors. By bringing together this collective group, Motive has the ability to execute across multiple channels and platforms while weaving in consumer engagement and building multidimensional campaigns that cover the entire marketing spectrum. The agency has developed award-winning programs that help facilitate its clients in cultivating very deep relationships between their brands and consumer bases. With over a decade of experience, Motive has worked with such brands as: Pepsi, Mountain Dew, Sierra Mist, SoBe, Cartoon Network, General Motors, Qdoba, Udi’s, Mars Foods, Matador Beef Jerky, Native Eyewear and newly signed CoinStar to name a few. For more information visit:, call 303.302.2100, Facebook: or Twitter:

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Dana Pluss Parks
Visit website