Motive Launches Promotion Between Mountain Dew The Dark Knight Rises

Motive, Denver is the key agency in a very big summer partnership between Mountain Dew and Warner Brothers' upcoming feature The Dark Knight Rises. Go Inside Gotham City and Rule the Streets with DEW is an under-the-cap program with a strong presence in the digital, experiential and retail arenas. Motive designed the online experience which gives consumers a chance to enter codes from specially marked Dew products — including Mountain Dew Dark Berry, for which Motive designed all packaging — and use them to redeem both exclusive gear and sweepstakes entries. The site also features content from the film not available anywhere else.

In addition, the Motive team is currently handling an experiential tour for the program hitting multiple cities between now and the release of The Dark Knight Rises, where consumers can get an up-close-and-personal look at the actual Tumbler and Bat Pod vehicles. The TV spot promoting the effort featured below is from BBDO, New York.