Mountain Dew and Dale Earnhardt Jr. brought a little bit of movie magic to the track on June 14, 2012, to promote the film “The Dark Knight Rises” in Brooklyn, Michigan. Earnhardt, who will be driving a special No. 88 Diet Mountain Dew/“The Dark Knight Rises”-inspired Chevrolet in Sunday’s race, tested at the two-mile track before going alongside Batman’s iconic Tumbler during demonstration laps around the speedway. “I’m excited to finally get the No. 88 Diet Mountain Dew ‘The Dark Knight Rises’-inspired Chevrolet out on the track,” said Earnhardt, driver of the No. 88 Chevrolet for Hendrick Motorsports. “And it was cool to draft with the Dark Knight Tumbler.”
Earnhardt asked the Mountain Dew Crew members in May to vote on one of four paint schemes inspired by this summer’s most-anticipated blockbuster and third installment of the Dark Knight trilogy, “The Dark Knight Rises.” The winning design – for which Earnhardt provided creative input — features the Bat Shield on the hood and the faces of the film’s two leading characters, Batman and Bane, on either side.
Mountain Dew is actively promoting the ultimate “The Dark Knight Rises” fan experiences both on and offline, and has created a new limited-time-only flavor, Mountain Dew Dark Berry inspired by “The Dark Knight Rises” which is available nationwide for eight weeks. The specially select 16-oz cans of DEW will use thermochromic ink to feature the Bat Symbol that transforms to a distinctive green color of DEW when chilled. The limited-time 16 oz. cans are now on shelves. Fans that participate in the DEWGothamCity.com experience and enter product codes from specially marked packages ofDEW and Fountain Cups will earn points to redeem for DEW or “The Dark Knight Rises” gear, or for sweepstakes entries for a chance to win exclusive prizes.
Launched earlier this season, the DEW Crew gives Dale Earnhardt Jr. fans access to exclusive No. 88 team-related content and the chance to vote on potential paint schemes, fire suits, and activities in races throughout the year. The term, originally used in the 1980s to describe the pit crew working on Darrell Waltrip’s No. 11 Mountain Dew Buick, has now evolved to encompass both Earnhardt’s pit crew as well as JR Nation.
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®.
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The highly anticipated film “The Dark Knight Rises” opening in theatres and IMAX on July 20, 2012, 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.
Dew White Out®.
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