Mountain Dew announced that it is bringing fans around the world closer to the excitement of the summer’s most eagerly awaited blockbuster, 20th Century Fox’s X-MEN: Days of Future Past, with an international, fan-focused digital program – “Unleash Your X.”
The “Unleash Your X” campaign brings the digital Dew Nation exclusive video content: compelling behind-the-scenes interviews with the film’s leading talent including Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence, Halle Berry, Ian McKellen, Patrick Stewart, Ellen Page, Evan Peters and BooBoo Stewart. From set stories to analysis of the characters’ journeys through the seventh film in the X-MEN franchise, the video series of never-been-seen footage gives fans unprecedented access to, and knowledge of, the film they are counting the days for.
Each week over the course of the seven-week program, videos are unlocked exclusively on Mountain Dew Facebook pages in nearly 30 countries.
Kurt Frenier, Vice President, Global Brand Development, Beverages, PepsiCo comments: “Just as every X-MEN mutant has their ‘X’ – or their own individual power – Dew is encouraging fans around the world to express their unique skills and passions. The ‘Unleash Your X’ program shares X-MEN: Days of Future Past content that fans can only get through Dew. We’re taking the Dew Nation inside the film in ways no other brand can.”
Users can also explore and share character dossiers with images, posters and information, create their own mutant profile sharing their personal ‘X’ and enter for X-MEN: Days of Future Past prizes and once-in-a-lifetime opportunities.
In addition to the digital experience, the “Unleash Your X” campaign includes a television commercial (:30 and :60) expected to air across more than 15 international countries. The creative, integrating the power of Mountain Dew and exciting X-MEN: Days of Future Past footage, takes our fans through a neon liquid journey. As the Dew explodes, each droplet features exciting sequences from X-MEN: Days of Future Past.
Anna Roca, SVP of International Promotions at 20th Century Fox adds: “We’re excited to partner with Mountain Dew ahead of the international release of X-MEN: Days of Future Past on May 23rd. Whether you are a longtime fan of the X-MEN universe or a newcomer who wants to get in the know before going to see the film, the Mountain Dew ‘Unleash Your X’ experience is a great place to build excitement for this blockbuster.”