Mountain Dew launched an under-the-cap promotion yesterday tied to the upcoming film “Transformers” that offers prizes valued at more than $7 million.
The online sweepstakes, called Transform Your Summer, lets consumers enter codes found on bottles of Mountain Dew, Pepsi and Sierra Mist and choose which random daily drawing they would like to enter based on the prize at TransformYourSummer.com.
Thousands of prizes will be given away each day including a gaming package (Xbox 360, Panasonic 42” Plasma HDTV, games and accessories), trips to major sporting events, vacation packages and other items. A limited-edition Pepsi collectible truck will also be given away as a prize. The promo, in partnership with DreamWorks Pictures and Paramount Pictures, which produced the film, runs for 12 weeks.
A supporting TV commercial debuts next month by BBDO New York. The spot is set in an apartment kitchen where a young man tries to get the last Mountain Dew away from a toaster that “transforms” into a toaster-bot (a play on the Autobots characters in the film).
General Motors plays a role in the film. Several of the characters transform from vehicles like the Chevrolet Camaro, Pontiac Solstice, Hummer 2 and a GMC truck into aliens.
Burger King is also partnering with the film.
A “Transformers” cell phone game by Glu, which makes mobile games, will be available in June.
In the film, dueling alien races, the Autobots and the Decepticons, bring their battle to Earth, leaving the future of humankind hanging in the balance.
The film hits theaters July 4. Davie Brown Entertainment negotiated the deal for Mountain Dew.