PespsiCo brand Mountain Dew has a new crowd-sourcing contest that is re-thinking the brand's relationships with agencies. Writes Advertising Age's Natalie Zmuda:

In a contest beginning this month, Mtn Dew will hand off marketing duties, at least temporarily, for a $100 million-plus business to several potentially unknown players selected by consumers. Via the contest, any agency, independent film company or individual can submit 12-second clips via www.12seconds.tv outlining their ideas for marketing three new Mtn Dew line extensions.

While the brand is casting a wide net, PR agencies need not apply. "We are not seeking PR agencies for this program," PepsiCo spokeswoman Nicole Bradley told PRNewser.