Mountain Dew pays tribute to one of the iconic franchises in the cinema world, the Batman films, and celebrates the arrival of the latest (and the last) installment in the Dark Knight trilogy with a digital twist. Ahead of the premiere of The Dark Knight Rises in the USA, slated for July 20, the soft drinks brand launched a dedicated community DEWGothamCity.com, which features exclusive and never-before-seen Dark Knight content, which shreds light on the events which happened within eight years between the trilogy’s second and third films.
Photo: А snapshot from the DEWGothamCity.com website
The launch of the hub is part of the brand’s broader support of the upcoming release, which also includes on-pack promotion (the brand launched bottles, cups and cans with a Dark Knight-inspired design).The major element in the push is the virtual platform DEWGothamCity.com, which provides a sneak peek into the life of the film’s protagonist. Visitors to the website can explore the Applied Sciences lab to see how Batman’s equipment is created (including the legendary suit), visit the Convenience store to pick up the digital issue of the local periodicals, The Gotham Observer, and to discover the latest news about the city, and reach the Gotham City Police Department to learn more about the street renegades and upload their own mugshot.
In addition to this, visitors to the hub can redeem codes they find on the promotional packages tо receive points, which can be spent on getting various prizes, ranging from tees and hoodies to posters and belt buckles or on entering sweepstakes. The final and the most intriguing location, the Bat Cave, will open on the website on July 8 or once Dark Knight fans redeem five million DEW product codes.
The brand also looks for the most devoted fan of the trilogy to reward him or her by providing two tickets to the premiere screening of The Dark Knight Rises film in New York City on July 16. Starting this week though July 4, the fans of the epic films are invited to share their Dark Knight passion, devotion and enthusiasm with the globe in a 2-minute video (maximum length), and then judges will select the winner who will receive the tickets—the runners-up to be given the Dark Knight Rises gear. To promote the new hub and spread the word about the competition, Mountain Dew has also released a spot and teamed up with Xbox—“DEW is the first brand ever to allow Xbox LIVE users to enter UTC codes directly in the BDE using their keypad or controller to mimic the DEWGothamCity.com online experience,” says the press release.