Here’s a great example of a company implementing Web 2.0 technology as a marketing tool to help reach future customers and build brand loyalty among current product users. This month, PepsiCo launched DEWmocracy, a game-based website that allows customers to help shape the flavor, color, name, logo, and design of the next Mountain Dew drink.

The site is designed around a virtual game, based on a fantasy legend, and consists of seven chambers, Fire, River, Jungle, Forest, Ocean, Desert and Mountain, representing the seven different parts of the drink. In each chamber, the user must complete several tasks before they are allowed to move on to the next.

DEWmocracy is continuing to open up its chambers. The fire chamber, which helps decide the flavor of your drink, was opened on November 5th and the river chamber, allowing you to choose the color of your drink, will open on November 14th.