Amidst an Internet littered with failed brand-centric Web sites, Mountaindew.com relaunches this week with a strategy designed to boost traffic to this already popular destination. Mountaindew.com eschews traditional site navigation in favor of layered "pods" designed to highlight the site's deep content. The floating pods, which expand when clicked upon, include categories for gaming (complete with all things Halo 3), motor sports, a contest for college-age inventors and such original YouTube-friendly content as The Dew Report. Mountaindew.com is a mixed bag of Web 2.0 functionalities, such as the option to Digg content, viral send-to-a-friend content, the ability to customize the site according to favorites and the DewDIY contest. For DewDIY, college kids will be encouraged to upload images, videos and descriptions of things they would like to see invented. Visitors will vote on the winner who will receive $5,000 and the opportunity to see their idea come to life. Mountaindew.com will be tagged on upcoming ads, packaging, POP and online via a blast to the one million-plus recipients of The Dewsletter. "Dew Uncapped" fans at Facebook.com also will be alerted about the new site. Dew faces a stiff challenge. Coke.com's user-generated content play never got off of the ground. Bud.tv has fallen flat and even the novelty hit Shaveeverywhere.com, created by Philips Norelco, fell off the radar after a short time. Mountaindew.com is already one of the better-trafficked brand sites, per ComScore Media Metrixhttp://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003641350
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