Beverage Industry

Mountain Dew debuts exclusive ‘Dark Knight Rises’ content

June 18, 2012

Purchase, N.Y.-based PepsiCo brand Mountain Dew debuted exclusive content for fans eagerly awaiting the release of Warner Bros. Pictures’ and Legendary Pictures’ “The Dark Knight Rises.” Mountain Dew introduced the website, www.dewgothamcity.com, which features never-before-seen Dark Knight content with unprecedented access to Gotham City, the company says.

The website provides a deeper look at the Dark Knight franchise as well as exclusive content that helps bridge the eight-year gap between the trilogy’s second and third installment storylines before the film’s July 20 release.

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, vice president of marketing for Mountain Dew, in a statement.  "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.”

The website hosts four immersive environments that feature a breadth of interactive activities and content such as the Applied Sciences lab, Gotham City Convenience Store, Gotham City Police Department and the Bat Cave, which will contain an exclusive, never-before-seen video from the film. The Bat Cave will remain locked until July 8 unless Dew and Dark Knight fans work together to redeem 5 million Dew product codes, the company says.

The campaign also partnered with video game system Xbox, which will allow Xbox Live users to mimic the website’s experience. Xbox 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.

Mountain Dew also is offering fans the chance to collect gear and win prizes, such as tickets to an advanced screening of the movie. On-pack codes from specially marked packages of Mountain Dew and “The Dark Knight Rises”-inspired limited-edition flavor Mountain Dew Dark Berry can be redeemed to win prizes or collect gear such as T-shirts, hooded sweatshirts and G-Shock watches. Codes on specially marked Dew packages also can be used for entry into several sweepstakes for chances to win “The Dark Knight Rises” prizes, including costume replicas and tickets to advance screenings.

In addition, the brand invited passionate Dew and Dark Knight fans to post a 2-minute or shorter video for the chance to win two tickets to the premiere screening of “The Dark Knight Rises” in New York City on July 16. Videos will be judged according to creativity, enthusiasm, and demonstration of passion for Mountain Dew and the Dark Knight. Five winners will be chosen and will win Dew and “The Dark Knight Rises” gear, but only one will win the premiere tickets. Winning videos will be featured on the Mountain Dew Facebook page from July 9-13.