Lately, we've been thinking about the evolution of storytelling in both advertising and product design. Certainly, the power of storytelling does a great job of connecting brands and people but it seems that the paradigm of storytelling is changing to one of gaming. Instead of the one-way conversation between storyteller and audience, gaming demands that both participate in an ongoing dialogue. If the audience stops participating the game is over. Mountain Dew seems to understand this shift with its new Game Fuel.