Brands are trying to make use of the new feature, Facebook’s Timeline, which has been rolling out globally starting last week, and incorporate it into their communication with fans. Now, Facebook Timeline is not open for brands, so they have to be inventive enough in case they want to use this feature for strengthening their connections with fans online. “We are currently focused on Timeline for individuals and will consider how to make consistent experiences for Pages,” commented a Facebook representative to Mashable, “but we have nothing to announce at this time.”

But Mountain Dew has find a way out—it is encouraging its consumers to download the free, customizable images (851 x 315 pixels) in the Mountain Dew style for their Timeline profiles. Now, users can add the skin images to their profile and so get the brand ‘embedded’ into their lives.

Photo: A snapshot from the www.facebook.com/mountaindew Facebook fan page

So far, through the app one may download eight cover images to be used to give his or her ‘Timelined’ profile a Mountain Dew look. “We’re always looking for ways to create new experiences for our fan base,” commented Jenny Danzi, assistant brand manager for Mountain Dew. “I expected some backlash about people not knowing, but that never happened.”

The initiative, which was developed by RFI Studios, is similar to a Volkswagen’s effort launched in October and comes as another step Mountain Dew takes to unite its fans and encourage them to incorporate it into their lives and take part in the brand’s development. In 2010, the brand invited young creative minds to share ideas and help develop three new flavors.