The
Mountain Dew Gotham City campaign comprises an interactive microsite,
DewGothamCity.com, that lets users "go inside" Gotham City and
explore four different environments, including Batman's Bat Cave, to
"discover hidden secrets" and view exclusive footage from the movie.
The site also allows visitors to redeem prizes from entering codes found on
cans and bottles of specially marked Mountain Dew. Further, the campaign
includes over 800 million bottles and cans with new packaging inspired by The
Dark Knight Rises, and it also promotes PepsiCo's new Mountain Dew flavor, Mtn
Dew Dark Berry, which was inspired by Batman's character.
"Dew
fans in the U.S. and around the world have incredible passion for the Dark
Knight franchise," Brad Jakeman, president of PepsiCo's global beverages
group, said in a press release. "We are excited about continuing to find
unique and authentic ways to connect with Dew fans and fuel the growth of the
brand around the world."
Mtn Dew is
activating its campaign in nearly 20 countries across the Americas, Europe,
Asia and the Middle East.
Luring fans deep into Gotham City through an exclusive digital experience, DEW will unveil exclusive content and storylines from “The Dark Knight Rises” to eager fans before the film’s opening day, July 20. And DEW itself will take a dark spin – with a Dark Knight graphic takeover of base packaging and temperature-sensitive cans that change when chilled, to Mtn Dew Dark Berry, a new limited-edition mixed berry flavor inspired by the Caped Crusader.
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