AMC has partnered with PepsiCo for a new Mountain Dew/The Walking Dead marketing partnership.
First reported by Variety, characters from the hit AMC zombie show (based on the comic by Robert Kirkman, Tony Moore, and Charlie Adlard) will appear on several limited-edition Mountain Dew drinks' packaging this fall. The labels will have a scannable code connected to a new phone app connected to user's social media.
“We are really rewarding people for engaging in our commercials,” said Kate Brady, director of media strategy and investment for PepsiCo’s North American beverages unit. “This gets them to use their smartphones, which we know they are likely already using, to actively seek out our commercial and rewards them for doing so.”
The Walking Dead's eighth season is scheduled to debut October 22, and AMC will air a Mountain Dew commercial during the premiere highlighting the partnership and app. Users of the app can access new "walkers" by watching the soda's commercials during the show or scanning the aforementioned product packaging.
No mention is made of any in-show product placement for Mountain Dew, however The Walking Dead has featured paid product placement in the past including a kiwi-green Hyundai Tuscon.