Mountain Dew announces X-Men: Days of Future Past international promotional partnership
Mountain Dew has partnered with 20th Century Fox’s summer blockbuster X-Men: Days of Future Past in a bid to bring fans around the world closer to the film.
Building on more than a decade of entertainment partnerships this latest venture sees Mountain Dew launching an immersive, fan-focused campaign to the ‘Dew Nation’ in nearly 30 countries worldwide.
Kurt Frenier, VP global brand development, beverages, PepsiCo, explained: “Mountain Dew is a global brand fuelled by self-expression, confidence and authenticity, qualities that are also anchored in the iconic X-Men film franchise. To celebrate these shared passions, we’re excited to bring our fans and customers around the world an immersive program of engaging content, money-can’t-buy experiences and exclusive promotions, all designed to bring them closer to what is expected to be this summer’s biggest blockbuster.”
The activity encourages engagement through multiple touch points, including in-store and on-pack, custom cinema programmes, global TV advertising and exclusive behind-the-scenes content shared via digital and social platforms.
SVP international promotions at 20th Century Fox, Anna Roca, added: “We are thrilled to welcome Mountain Dew into the X-Men: Days of Future Past world. The adventurous, energetic attitude of their fan base mirrors the franchise’s own – and their international reach helps bring our beloved mutants to more corners of the world than ever before.”
X-Men: Days of Future Past is the seventh film in the X-Men franchise and stars Jennifer Lawrence, Hugh Jackman, James McAvoy, Halle Berry, Michael Fassbender, Ian McKellen and Patrick Stewart, the film is scheduled for UK-release on 22 May 2014.