Mountain Dew® Teams up with DreamWorks Pictures and Paramount Pictures’ “Transformers” for “Transform Your Summer” Promotion


@@img1PURCHASE, NY – May 14, 2007 – 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.

Transform Your Summer
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.

New Mountain Dew Commercial
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.”

On July 4, 2007 prepare for the ultimate battle between good and evil, when aliens make Earth their final battleground in DreamWorks Pictures and Paramount Pictures’ “TRANSFORMERS.” The alien Autobots® join forces with a small band of humans to fight the sinister Decepticons® who are seeking the key to ultimate power.

DreamWorks Pictures and Paramount Pictures Present, in Association with Hasbro, a di Bonaventura Pictures Production, a Tom DeSanto/Don Murphy Production of a Michael Bay Film, “TRANSFORMERS,” starring Shia LaBeouf, Tyrese Gibson, Josh Duhamel, Anthony Anderson, Megan Fox, Rachael Taylor with John Turturro and Jon Voight. Directed by Michael Bay from a story by John Rogers and Roberto Orci & Alex Kurtzman and a screenplay by Roberto Orci & Alex Kurtzman, the film is based on Hasbro’s TRANSFORMERS(tm) Action Figures. Producers are Don Murphy, Tom DeSanto, Lorenzo di Bonaventura, and Ian Bryce and Executive Producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. This film is not yet rated.

About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a leading content company with prominent and respected film, television and digital entertainment brands. The company’s labels include Paramount Pictures, Paramount Vantage, Paramount Classics, DreamWorks, MTV Films and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studios, and Worldwide Television Distribution.

About DreamWorks Pictures
DreamWorks Studios was formed in 1994 by Steven Spielberg, Jeffrey Katzenberg, and David Geffen. The company won three consecutive Best Picture Academy Awards with “American Beauty,” “Gladiator” and “A Beautiful Mind” (both co-produced with Universal.) Among the company’s other successes have been such films as “Saving Private Ryan,” “War of the Worlds,” “Dreamgirls” (all co-produced with Paramount), and “Blades of Glory.” Among its upcoming productions are “Transformers” (co-produced with Paramount), “Things We Lost in the Fire,” “The Kite Runner (co-produced with Paramount Vantage), and “Sweeney Todd” (co-produced with Warner Bros.).

About Pepsi
Purchase, N.Y.-based Pepsi-Cola North America ( is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi Edge, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Slice, Aquafina, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.