Today, street art is one of the favourite fields when it comes to consumer engagement. Red Bull, HUGO, Sprite and Nissan to name a few are among brands which imbedded this trend into their initiatives, and Mountain Dew, as one of the biggest supporters of modern culture, also belongs to this list. Following the successful Green Label Art Shop Series campaign launched last summer and based on graffiti culture, the soft drinks brand has kicked off a hilarious Street Art project on its UK Facebook page, inviting its fans to create a piece of street art in the digital dimension.

The winner of the competition, which is now running here, will get his or her design created live, receive £5,000 and will become Mountain Dew official street artist to represent the brand’s young and revolutionary spirit. The works can be created online until August 10, and the voting period will close on August 15, with the best piece to be revealed between August 16-20. Supplied with digital tools (stencils, brushes and a variety of paints), the entrants can develop their designs via a dedicated app on the brand’s page, choosing one of the three locations. So far, over 152,000 people like the brand’s page on Facebook, so the brands can get a massive involvement in the promotion thanks to the big number of fans.

To promote the launch of the contest, which kicked off on July 11, Mountain Dew commissioned street artists Graffiti Kings in London to create portraits of two legends of modern culture, Nirvana and Foo Fighters’ Dave Grohl and Jackass star Johnny Knoxville, on the gritty walls. The graffitists used paintballs to create the huge 10×12 feet murals in London’s Leake Street Tunnel, which walls feature numerous street art masterpieces.