Mountain Dew launches Transformers promos


MUMBAI: Mountain Dew has partnered with DreamWorks Pictures and Paramount Pictures for a promotion in conjunction with the 4 July 2007 release of the 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 $ seven million, over a 12-week period.

Beginning 14 May 2007, consumers will be able to enter the ‘Transform Your Summer’ sweepstakes online at 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.

A new Mountain Dew commercial will also 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.

DreamWorks Pictures and Paramount Pictures, in association with Hasbro,  will release Transformers on 4 July 2007. Directed by Michael Bay from a story by John Rogers and Roberto Orci and Alex Kurtzman and a screenplay by Roberto Orci and Alex Kurtzman, the film is based on Hasbro’s Transformers Action Figures.