Mountain Dew’s Transformers Promo Begins

Mountain Dew today 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.

Beginning May 14, consumers will be able to enter the “Transform Your Summer” sweepstakes online at 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(TM) 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

3. Enter your code during the daily drawing featuring the prize you would like the chance to win.

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.”

Source: Pepsi-Cola Company