"The Dark Knight Rises" Super Fans Prepare: Mountain Dew® Serves Up An All Access Pass To Gotham City With DEWGothamCity.com

PURCHASE, N.Y., June 18, 2012 /PRNewswire/ -- For super fans eagerly awaiting a taste of Warner Bros. Pictures' and Legendary Pictures' "The Dark Knight Rises," the wait is over. Today, Mountain Dew® launched the highly anticipated DEWGothamCity.com, a hub including never-before-seen Dark Knight content, which provides unprecedented access to Gotham City.  From a deeper look at the Dark Knight franchise to exclusive content that helps to bridge the eight-year gap between the trilogy's second and third installment storylines, DEWGothamCity.com is the ultimate destination for fans looking to experience "The Dark Knight Rises" before the film's opening day, Friday, July 20.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/56723-diet-mountain-dew-dale-earnhardt-jr-the-dark-knight-rises

(Photo: http://photos.prnewswire.com/prnh/20120618/MM24629 )

"DEWGothamCity.com was designed with DEW and Dark Knight fans in mind and provides the opportunity to experience 'The Dark Knight Rises' before the film hits screens next month," said Brett O'Brien, Vice President of Marketing for Mountain Dew.  "Codes from specially marked packages of DEW will enable passionate DEW and Dark Knight fans to unlock exclusive content and enter to win exclusive 'The Dark Knight Rises' prizes. For us, it's all about rewarding our fans."

DEWGothamCity.com hosts four immersive environments that feature a breadth of interactive activities and content only Mountain Dew and "The Dark Knight Rises" together could provide, including:

• The Applied Sciences lab, where Batman's tools and tricks are developed, including his one-of-a-kind vehicles and Bat-Suit.
• The Gotham City Convenience Store, where you can pick up the virtual issue of The Gotham Observer to read up on the latest headlines from every corner of the city.
• The Gotham City Police Department, where users can get to know new characters, rifle through the files of Gotham City street renegades and upload their own mug shot.
• The culmination of the DEWGothamCity.com experience lives in the Bat Cave, the site's maximum security lair that conceals exclusive, never-before-seen video from "The Dark Knight Rises."  The Bat Cave will remain locked until July 8, unless DEW and Dark Knight fans work together to redeem five million DEW product codes.

And if exclusive Gotham City access wasn't enough, DEW is upping the ante with chances to collect gear and win prizes, such as tickets to advanced screenings.

• Fans who crack open a specially marked package of Mountain Dew – including "The Dark Knight Rises"-inspired limited-time-only flavor Mtn Dew Dark Berry – can redeem on-pack product codes at DEWGothamCity.com for a chance to win exclusive DEW/"The Dark Knight Rises" prizes or collect gear, such as t-shirts, hoodies and G-Shock watches.
• Codes on specially marked DEW packages can also be used for entry into a variety of sweepstakes for chances to win coveted "The Dark Knight Rises" prizes, including costume replicas and tickets to advanced screenings.

Think You're the Most Devoted DEW and "The Dark Knight Rises" Fan? Prove it.

Mountain Dew knows DEW and "The Dark Knight Rises" fans are among the most passionate. To harness and reward this passion, the brand is conducting a search for the most devoted DEW and Dark Knight super fan – and it's not just any prize up for grabs.  The fan that proves he or she deserves the title of "Most Devoted DEW Dark Knight Fan" will score two tickets to the premiere screening of "The Dark Knight Rises" in New York City on July 16. 

"We're looking for the most fanatical DEW and Dark Knight fan out there – the more devotion we see, the better," said O'Brien.  "And, if we like what we see, you could be on your way to the ultimate fan experience – the once-in-a-lifetime opportunity to watch the third and final installment of this epic trilogy at the same time as the 'The Dark Knight Rises' cast."

Starting this week through July 4, fans from coast to coast are invited to prove their DEW and Dark Knight devotion to the world with a two-minute or less video.  Video entries will be judged according to creativity, enthusiasm, demonstration of Mountain Dew passion and demonstration of Dark Knight passion.  Five will be crowned winners to snag DEW and "The Dark Knight Rises" gear, but only one will win the tickets. Winning videos will be featured on the Mountain Dew Facebook page from July 9 through July 13.

Also fueling "The Dark Knight Rises" momentum are a new DEW/"The Dark Knight Rises" TV spot and a first-of-its-kind partnership 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. Users can take a mug shot with their own avatar, explore the Gotham City environments and see a countdown clock that shows when DEW will release new "The Dark Knight Rises" content to the public.

Visit facebook.com/mountaindew for more information and to enter a video for a chance to win tickets to "The Dark Knight Rises" premiere and follow @mtn_dew on Twitter for ongoing Mountain Dew news. Visit DEWGothamCity.com to experience "The Dark Knight Rises."

About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on twitter @mtn_dew.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

About "The Dark Knight Rises"

Opening in theatres and IMAX on July 20, 2012, "The Dark Knight Rises" stars Christian Bale, Michael Caine, Gary Oldman, Anne Hathaway, Tom Hardy, Marion Cotillard, Joseph Gordon-Levitt, and Morgan Freeman.  Christopher Nolan directed the film from a screenplay by Jonathan Nolan and Christopher Nolan, story by Christopher Nolan & David S. Goyer.  Emma Thomas, Christopher Nolan and Charles Roven are the producers, with Benjamin Melniker, Michael E. Uslan, Kevin De La Noy and Thomas Tull serving as executive producers, and Jordan Goldberg co-producing.  "The Dark Knight Rises" is based upon Batman characters created by Bob Kane and published by DC Comics. 

Warner Bros. Pictures presents, in association with Legendary Pictures, a Syncopy Production, a Film by Christopher Nolan, "The Dark Knight Rises," to be distributed worldwide by Warner Bros. Pictures, a Warner Bros. Entertainment Company.  The film has been rated PG-13 for intense sequences of violence and action, some sensuality and language.  www.thedarkknightrises.com

Contact:
Andrea Foote
914-253-2628
[email protected]

Zach Goldsztejn
212-445-8468
[email protected]

SOURCE PepsiCo