The ‘Dew Crew’ has spoken… weeks of fun ahead!

There’s seldom a movie released these days that doesn’t end up splattered across somebody’s NASCAR livery.

Statistically it’s very rare that these special liveries don’t jinx their drivers into having a nightmare day at the office. Of course the one exception is Jimmie Johnson, who would stand a fair chance of winning if Goodyear forgot to bring enough tyres and had to raid its display car – hence ‘Five-time’ rolling into Victory Lane at Dover in a powder blue car festooned with furry friends from Madagascar 3.

At Michigan later this month Dale Earnhardt Jr will be driving a Dark Knight Rises-themed Impala, wearing one of four liveries that was put up to the fans’ vote by Mountain Dew via it’s ‘Dew Crew’ website. And they helpfully put out a reveal video, hence the post.

You could probably write a decent dissertation on the cross-promotion and data capture activities going on here. It’s impressive stuff.

Off the track Mountain Dew will be bringing out a Dark Knight-inspired Dark Berry flavour together with 6-oz cans of the original stuff that features a bat symbol which transforms to corporate green when it’s chilled to a drinkable temperature.

Something tells me that many coolers at Michigan will be brimful of the stuff.

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