PepsiCo has launched another brand tie-in with the upcoming film The Dark Knight Rises (which comes to theaters this weekend) with its Mountain Dew Gotham City campaign.
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.
According to a press release, the president of PepsiCo's global beverages group Brad Jakeman stated, "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."