Mountain Dew: Dew Gotham City

Explore Batman's city.

Published on

Editor's Pick

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.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Jun 19, 2012
BBDO New York
Mountain Dew
Digital environment:
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age