Mountain Dew hosts the Ministry of Sound at Pakistan’s first ever Electronic Music Festival

The festival also showcased various successful Pakistani DJs including Hira Tareen, El Safino, VIVID and Fake Shamans.

On February 20, 2016, Mountain Dew Pakistan organised a campaign called DEWmocracy that saw the outskirts of Lahore come to life with Pakistan’s first ever Electronic Dance Music Festival featuring London’s number one Dance and House Club ‘Ministry of Sound’!

The first-of-its-kind festival also showcased various successful Pakistani DJs including Hira Tareen, El Safino, VIVID and Fake Shamans, with the main attraction being King Arthur from the Ministry of Sound. The festival was attended by many electronic music fans and celebrities including Umair Jaswal, Junaid Khan, Bilal Lashari, QB, Cybil Choudry and Ali Xeeshan.

DEWmocracy

During the festival, Mountain Dew Pakistan also launched three exciting new flavours namely Live Wire (orange ignited), Pitch Black (a blast of black grape) and Blue Shock (charged raspberry citrus). The concept behind the campaign was to give fans the right to choose which flavour should become a permanent feature of the Dew portfolio.

At the festival, various local DJs rocked three separate DJ rooms with stages made exclusively for each new Dew flavour. The guests were then given the opportunity to try all three flavours and vote for the one they liked best!

The aim of the brand was attract its core audience by promoting the three new flavours in the most innovative and unique approach, and what a success it was! At the closing of the night, Lahore was buzzing from the experience.

Bilal Latif, a Ministry of Sound fan, said:

“I attended the event because it’s Ministry of Sound! But Mountain Dew really outdid itself with this event. I’m gonna vote for Blue Shock”, while another participant added, “When I found out about the event and DEWmocracy I was intrigued because it’s something new letting people decide which flavour they want to see stay! Attending DEWxMOS was an awesome experience. Great fusion between the brand and its adventure seeking and exhilarating identity!”

How it works:

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To register your vote SMS “Flavour name” to 9300, or Like the DEWmocracy Facebook page and comment with your chosen flavour name. It’s that simple!

A night to remember

The launch event immediately went viral all over social media with hashtags #Dewmocracy and #DEWxMOS. The online conversation engaged people from across the nation to receive live updates for several hours during the event, truly making the campaign a tremendous success and a night to remember!

Here is how it looked: