PURCHASE, NY: Mountain Dew is going directly to fans for the launch of a limited-time flavor, Diet Mountain Dew Ultra Violet. Using social media, the PepsiCo brand invited its fans on Twitter and Facebook to an event on August 3. Social media influencers were also invited.

"Our overall strategy is to really engage the fans of Mountain Dew and Diet Mountain Dew and bring them into the fold in a number of interesting ways, whether that's real-life events, social media, ...