Mountain Dew has partnered with Warner Bros. Pictures’ and Legendary Pictures’ summer blockbuster ‘The Dark Knight Rises’ to roll out a new promotional campaign.

Photo: a Dew point of sale ad

Mountain Dew will offer fans exclusive digital experience and storylines from ‘The Dark Knight Rises’ before the film’s premiere on July 20 at DEWGothamCity.com. Fans will be able to participate in sweepstakes for a chance to win exclusive prizes. The experience will launch June 18.

The brand will also launch the dedicated packaging featuring a Dark Knight graphic and temperature-sensitive cans that change when chilled, to Mtn Dew Dark Berry, a new limited-edition mixed berry flavor inspired by the Caped Crusader character. The flavor will be available nationwide for 8 weeks beginning in mid June.

Members of the Dew Crew will vote to select which of four Dark Knight paint schemes that will appear on Dale’s #88 Chevrolet this season. Voting begins at www.dewcrew.com on May 12.

“Mountain Dew is all about fueling passion and that is what this partnership is based on,” said Brett O’Brien, Vice President of Marketing for Mountain Dew. “You’d be hard-pressed to find more passionate fans than those of DEW and The Dark Knight franchise. Our goal is to offer those fans unique experiences — from package and product innovation to exclusive content and access that only DEW and Batman together could provide.”

The all-integrated campaign will be supported in-store, on TV, radio and digital advertising.

Last month, the brand rolled out the ‘This is How We DEW’ campaign inspired by hip-hop culture and music.