Ahead of the opening of The Dark Knight Rises on July 20th, Batman fans can explore the streets of Gotham City at DewGothamCity, Mountain Dew's promotional collaboration with the movie. Users can collect codes from packs of Mountain Dew, then use them to enter the site and unlock content from four immersive environments. These consists of the Gotham City Police Department,where you can upload your own mug shot or earn a badge to become a Gothamite; The Gotham City Convenience Store, where you can pick up a virtual issue of The Gotham Observer;The Applied Sciences lab, where Batman's tools and tricks are developed; and The Bat Cave, where viewers can see excerpts from the film before it opens on July 20th. Points can be collected and redeemed for prizes such as Gotham City branded products on the site.
Motive was responsible for the program concept, digital environment and in-store activation, while BBDO New York created accompanying TV and radio work.