 Beginning in 2007, Mountain Dew began a promotion entitled "DEWmocracy", which involved the public electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products.The campaign has been the subject of recognition within the advertising industry, cited as one of the earliest and longest-running examples of a consumer product brand employing crowdsourcing to make decisions which are traditionally made internally by employees.In its initial phase, Dewmocracy participation and voting was conducted via an online game.