Mountain Dew, PUBG to bring gaming experience to reality in new collaboration

Kuala Lumpur, Malaysia – Popular soft drink brand Mountain Dew and video game title PUBG have teamed up to relaunch the ‘Dew Challenge’ in Malaysia, which pushes boundaries once again by bridging virtual and reality bringing an immersive and unique experience to the youth, at the same time promoting vibrant, active lifestyles.

Aimed at catching the hearts of sporty, adventurous youths and aspiring PUBG players, everyone can expect an immersive gaming experience packed with new and fresh ideas through this collaboration.

Starting 1 October, interested participants can purchase a 400ml bottle of Mountain Dew, head to the Dew Challenge website at dewchallenge.com and key in the unique code located under the bottle cap to complete their registration and redeem prizes.

The launch will be accompanied by a treasure hunt, drawing inspiration from in-game mechanics. Just like how players parachute onto their desired drop zones on a map, the treasure hunt will begin with participants choosing the region where their journey begins. Likewise, just as players scavenge for weapons, armour and supplies from a loot box at the beginning of a game, participants will scavenge for loot boxes that lead to extra leader board points and more before the tournament.

Meanwhile, customers in Klang Valley will witness a special Dew Challenge roving truck will be bringing excitement to you at various locations including universities, partner outlets, night markets, commercial shopping spots and more. To redeem exclusive merchandise and sampling products, visitors can take part in a number of PUBG inspired activities including, a special Mountain Dew x PUBG vending machine, an immersive shooting gallery and a gaming jam session, where further prizes are up for grabs.

Amy Gan, vice president of marketing at Etika, said, “We are especially excited for this instalment of the Dew Challenge. It truly is representative of Mountain Dew’s commitment to our consumers who seek to live life authentically. With the pandemic chapter closed, we can now bring the virtual to reality in a one-of-a-kind experience for Malaysians who are ready to break out of the norm and try something new. We want people to push their boundaries and live their best, most vibrant lives.”

She added, “It’s the first time a brand has done something of this scale and it is only possible because we have such an amazing team and partners, especially PUBG, who share our vision and believe in this idea as much as we do. We would like to encourage everyone to join, gamer or not, and be a part of this historic journey with us.”