THE reccent Mountain Dew’s Challenge forged a new and groundbreaking alliance, collaborating with the mobile gaming behemoth, PlayerUnknown’s Battlegrounds (PUBG).
The Dew Challenge for this year expands on a national scale, uniting the virtual and real worlds in a grand PUBG-themed paintball tournament, seamlessly blending all the elements cherished by players in the game into real-life action.
Catering to the spirited and adventurous youth, as well as aspiring PUBG enthusiasts, this partnership ensures an immersive gaming experience enriched with inventive and pioneering concepts.
Etika’s Vice President of Marketing Amy Gan, expressed her excitement about the latest installment of the Dew Challenge, emphasising that it exemplifies Mountain Dew’s dedication to consumers seeking an authentic life.
“With the pandemic chapter behind us, we can now materialise the virtual into reality, offering Malaysians a unique experience for those eager to break free from convention and explore the unfamiliar. We encourage people to expand their horizons and embrace their most vibrant lives,“ she added.
Regarding the collaboration, she also noted, “This is the first time a brand has undertaken such an extensive endeavour, made possible by our exceptional team and partners, notably PUBG, who share our vision and wholeheartedly believe in this concept. We welcome everyone, gamers and non-gamers alike, to be a part of this historic journey with us.”
Launched in Oct 1, participants who purchased a 400ml bottle of Mountain Dew and visited the Dew Challenge website at dewchallenge.com, and entered the unique code found under the bottle cap to complete their registration were able to redeem a range of prizes, such as UC Coins, in-game items, merchandise, and partner vouchers.
With each bottle redemption, participants received a random amount of Dew Coins, which contributed to the regional live leaderboard rankings. The top players from each leaderboard received priority participation in the thrilling regional rounds scheduled for November, covering four regions across Malaysia: North, South, Central, and East Malaysia.
The launch event included a treasure hunt, inspired by in-game mechanics. Similar to how players chose their drop zones when parachuting into the game, participants began by selecting the region for their journey.
In a similar manner to players collecting weapons, armor and supplies from loot boxes in the game, participants embarked on a treasure hunt to find loot boxes that offered extra leaderboard points and more opportunities before the tournament.
The loot boxes were restocked on a daily basis or at various times during the day at partner locations such as MBO Cinemas, Morac Go Kart, Chicago Chicken City, Taco Bell, and Dominos throughout the country.
Participants received notifications from the Dew Challenge website regarding loot box sightings. They could scan the QR code on virtual loot boxes to claim prizes that enhanced their leaderboard standings.
Dew Challenge mobile truck.
For those located in the Klang Valley, a special Dew Challenge mobile truck will bring excitement to various locations, including universities, partner outlets, night markets, commercial shopping areas, and more.
Visitors can participate in a range of PUBG-inspired activities, including the Mountain Dew x PUBG vending machine, an immersive shooting gallery, and gaming jam sessions. Exclusive merchandise and sampling products are available for redemption, with additional prizes up for grabs.
Furthermore, as this year’s official mobile sponsor for the Dew Challenge, HONOR Malaysia will contribute 110 amazing prizes for participants, marking the first brand collaboration for the new release.
The registration period for the treasure hunt and mobile truck activities ran from Oct 1 to31. Regional events will take place in November, with the Grand Finale scheduled for December.
More details will be provided. For additional information, visit the Dew Challenge website dewchallenge.com and the Mountain Dew Facebook page.
