The Dew Crew Wants You

Diet Mountain Dew now has so much more to offer than a lot of caffeine. JR Motorsports team owner Dale Earnhardt Jr. and driver Cole Whitt unveiled the No. 88 “Join the Dew Crew” car recently as part of a partnership announcement between JR Motorsports and PepsiCo. The partnership is meant to drive awareness of an online Facebook community called the Dew Crew, which is a loyalty campaign allowing users to feel more connected to Dale Earnhardt Jr. and the No. 88 team.

So what benefits can you expect if you join the crew? For one, just saying you are a member of the Dew Crew can have an impact on the listener who is familiar with racing. If that doesn’t do it for you, you will also be given a voice in making key decisions related to the team. One such decision was helping to choose The Dark Knight Rises NASCAR paint scheme. Dew Crew members are rewarded for their loyalty through giveaways, such as the Dale Earnhardt Jr.’s 2012 Diet Mountain Dew fire suit from Daytona 500, and will have instant access to exclusive content, trivia, and up-to-the-minute updates of Dale Earnhardt Jr. and the team.

This looks mostly like straightforward marketing complete with incentives and prizes. However, there does seem to be some gamification sprinkled in there as well; the prizes provide an incentive to Dew Crew members to make decisions related to the No. 88 team and also makes something as mundane as brand awareness more fun for the consumer.

So whether you like racing, love Diet Mountain Dew, or both, the incentives to join are aplenty and your suggestions might just be implemented and racing around the track.