Mountain Dew announced that it's partnering with DreamWorks Pictures and Paramount Pictures for a unique promotion in conjunction with the July 4 release of the highly-anticipated live-action film Transformers. The "Transform Your Summer" online promotion will award more than 150,000 prizes, which have a total value of more than $7 million, over a 12-week period.
"Transform Your Summer"
Beginning May 14, consumers will be able to enter the "Transform Your Summer" sweepstakes online at www.transformyoursummer.com. Thousands of prizes will be given away each day and consumers will be able to choose the prize they would like the chance to win by entering the daily drawing of their choice. There will be several daily drawings each offering a different prize. The "Transform Your Summer" prizes include the Ultimate Gaming Package (Xbox 360, Panasonic 42" Plasma HDTV, games and accessories), trips to major sporting events, vacation packages and many other items. In addition, a limited-edition Pepsi Optimus Prime collectible truck figure will be available as part of the promotion.
Here's how the "Transform Your Summer" sweepstakes works:
1. Look for codes under the caps of specially-marked 20-ounce and 1-liter
bottles of Mountain Dew, Pepsi and Sierra Mist
2. Register at www.transformyoursummer.com
3. Enter your code during the daily drawing featuring the prize you would
like the chance to win.
New Mountain Dew Commercial
A new "Transform Your Summer" Mountain Dew commercial will debut in early June. 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. The commercial was created by BBDO New York.
"Transformers promises to be a huge blockbuster film that we know our Mountain Dew consumers are anxious to see," said Mike Dillon, VP of marketplace initiative development, Pepsi-Cola North America. "To match the excitement surrounding the movie, we're offering a robust line-up of cool prizes and will give away thousands of them each day of the 'Transform Your Summer' promotion."
On July 4, 2007 prepare for the ultimate battle between good and evil, when aliens make Earth their final battleground in DreamWorks Pictures and Paramount Pictures' Transformers. The alien Autobots join forces with a small band of humans to fight the sinister Decepticons who are seeking the key to ultimate power.
DreamWorks Pictures and Paramount Pictures Present, in Association with Hasbro, a di Bonaventura Pictures Production, a Tom DeSanto/Don Murphy Production of a Michael Bay Film, Transformers, starring Shia LaBeouf, Tyrese Gibson, Josh Duhamel, Anthony Anderson, Megan Fox, Rachael Taylor with John Turturro and Jon Voight. Directed by Michael Bay from a story by John Rogers and Roberto Orci & Alex Kurtzman and a screenplay by Roberto Orci & Alex Kurtzman, the film is based on Hasbro's Transformers Action Figures.