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."
Interactive Bat Caves
Pepsi Promotes The Dark Knight Rises With Mountain Dew Gotham City Campaign
Trend Themes
1. Interactive Microsites - Opportunity to create immersive online experiences that engage users and promote brand tie-ins with films or other entertainment properties.
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3. Branded Packaging - Potential to create limited edition packaging inspired by popular films or characters, giving consumers a collectible and exclusive product.
Industry Implications
1. Beverage - Opportunity for beverage companies to collaborate with entertainment franchises and promote new flavors or products through interactive campaigns.
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