Mountain Dew Promotes Movie with Hub
For super fans eagerly awaiting a taste of Warner Bros. Pictures' and Legendary Pictures' "The Dark Knight Rises," the wait is over. Mountain Dew launched the highly anticipated DEWGothamCity.com, a hub including never-before-seen Dark Knight content, which provides unprecedented access to Gotham City. From a deeper look at the Dark Knight franchise to exclusive content that helps to bridge the eight-year gap between the trilogy's second and third installment storylines, DEWGothamCity.com is the ultimate destination for fans looking to experience "The Dark Knight Rises" before the film's opening day, Friday, July 20."DEWGothamCity.com was designed with DEW and Dark Knight fans in mind and provides the opportunity to experience 'The Dark Knight Rises' before the film hits screens next month," said Brett O'Brien, VP of Marketing for Mountain Dew. "Codes from specially marked packages of DEW will enable passionate DEW and Dark Knight fans to unlock exclusive content and enter to win exclusive 'The Dark Knight Rises' prizes. For us, it's all about rewarding our fans."
The brand is conducting a search for the most devoted DEW and Dark Knight super fan. The fan that proves he or she deserves the title of "Most Devoted DEW Dark Knight Fan" will score two tickets to the premiere screening of "The Dark Knight Rises" in New York City on July 16, 2012.
Starting this week through July 4, fans from coast to coast are invited to prove their DEW and Dark Knight devotion to the world with a two-minute or less video. Video entries will be judged according to creativity, enthusiasm, demonstration of Mountain Dew passion and demonstration of Dark Knight passion. Five will be crowned winners to snag DEW and "The Dark Knight Rises" gear, but only one will win the tickets. Winning videos will be featured on the Mountain Dew Facebook page from July 9 through July 13.
Also fueling "The Dark Knight Rises" momentum are a new DEW/"The Dark Knight Rises" TV spot and a first-of-its-kind partnership with Xbox. DEW is the first brand ever to allow Xbox LIVE users to enter UTC codes directly in the BDE using their keypad or controller to mimic the DEWGothamCity.com online experience. Users can take a mug shot with their own avatar, explore the Gotham City environments and see a countdown clock that shows when DEW will release new "The Dark Knight Rises" content to the public.