In theory, the DEW D.I.Y. promotion was a good idea: Mountain Dew asked people to create art, tech or game gear with Mountain Dew branding, then submit pictures of their masterpieces for a chance to win thousands of dollars. They even offered local prizes, with the top entrant from each college receiving $250. Some marketing genius probably envisioned dorms buzzing with students chugging Mountain Dew, building MD robots and knitting MD scarves for orphans. In practice, all you had to do was write "Mountain Dew" on an old jock, upload it to the sports gear category and if nobody else entered from your college, you just made $250. Awesome.