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Mountain Dew and Dale Earnhardt Jr. go 'dark' in anticipation of 'The Dark Knight Rises'

Thursday, May 17, 2012

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

In anticipation of the premiere of “The Dark Knight Rises” on July 20, Mountain Dew and Dale Earnhardt Jr. are calling on fans to give his Number 88 Diet Mountain Dew Chevrolet a “Dark Knight”-inspired makeover before it makes its race debut 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 schemes will appear on Earnhardt’s No. 88 Chevrolet.  Each paint scheme captures a different element featured in the third and final installment of director Christopher Nolan’s Batman trilogy. 

“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 Earnhardt.  “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 p.m. ET. Earnhardt will unveil the winning design to consumers and media during the Hendrick Motorsports Fan Fest on Friday, May 25.

For more information on Mountain Dew and ‘The Dark Knight Rises’ promotion, visit facebook.com/mountaindew or follow @mtn_dew on Twitter.