MOUNTAIN DEW® & DALE EARNHARDT JR. GO “DARK” IN ANTICIPATION OF THE DARK KNIGHT RISES
DEW Invites Race Fans to Help Pick Earnhardt’s “Dark Knight”-Inspired Car Design
PURCHASE, N.Y., May 16, 2012 /PRNewswire/ — Fans of racing, “The Dark Knight” and Mountain Dew® (DEW) start your engines! Mountain Dew and Dale Earnhardt Jr. will give fans everywhere a first taste of this summer’s most anticipated blockbuster, Warner Bros. Pictures’ and Legendary Pictures’ The Dark Knight Rises, before it hits theaters on July 20. Teasing the final film of “The Dark Knight” trilogy, Earnhardt calls on fans to give his No. 88 Diet Mountain Dew Chevrolet a “Dark Knight”-inspired makeover before it hits the track in Michigan on June 15.
The new promotion marks the official kick-off to Mountain Dew’s interactive The Dark Knight Rises campaign by putting the power in the hands of the fans to determine which of four “Dark Knight”-inspired paint schematics will appear on Earnhardt’s No. 88 Chevrolet. Each paint scheme captures a different element featured in the third and final installment of Christopher Nolan’s Batman trilogy and time will tell if Batman or Gotham City’s newest terrorist, Bane will win out, or if fans will select The Dark Knight Rises logo as part of Earnhardt’s paint scheme. Earnhardt himself will also get his ownsignature “Dark Knight” look thanks to a custom fire suit that will also make its race debut in Michigan on June 15.
“I’ve always been a big fan of the Batman movies, so having a special The Dark Knight Rises-inspired paint scheme on my car is pretty cool for me,” explained Dale Earnhardt Jr., driver of the No. 88 Chevrolet for Hendrick Motorsports. “I had some creative input on one of the designs, but no matter which one the fans select, it’s going to look pretty awesome flying around the track at Michigan.”
Voting will take place on www.DewCrew.com through May 22, 12 pm EST and Earnhardt will unveil the winning design to consumers and media during Hendrick Motorsports Fan Fest on Friday, May 25.
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 was originally used to describe the pit crews working on Darrell Waltrip’s No. 11 Mountain Dew Buick in the 1980s.
“Dale Earnhardt Jr. is kicking off our new DEW The Dark Knight Rises campaign with some serious momentum,” said Brett O’Brien, Vice President of Marketing for Mountain Dew. “DEW, Dale Jr. and ‘The Dark Knight’ fans are collectively the most passionate and vocal consumers out there, and we’re excited to get them in on the action from the beginning.”
For more information on Mountain Dew and The Dark Knight Rises promotion, visit facebook.com/mountaindew or follow @mtn_dew on Twitter.