Mountain Dew and PUBG bring in-game paintball experience to life in new Dew Challenge

Mountain Dew has collaborated with mobile video game PUBG to bring back this year’s Dew Challenge.

Merging both virtual and reality, the Dew Challenge goes national in a PUBG themed paintball tournament, whilst bringing different elements of the mobile game to life.

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, it said in a statement. 

Following its launch in 2015, this current collaboration with PUBG aims to provide an immersive gaming experience for youths and aspiring PUBG players.

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Interested participants can purchase a 400ml bottle of Mountain Dew, key in the unique code located under the bottle cap at the Dew Challenge website to complete registration.

Each bottle redemption gives out a random number of Dew Coins contributing to a regional live leader board ranking. The top players from each leader board are given priority to join the regional rounds spanning four regions across Malaysia: North, South, Central, and East Malaysia this November.

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. Similar to the game, participants will scavenge for loot boxes that lead to extra leader board points and more before the tournament.

Participants will receive notifications from the Dew Challenge website on loot box location sightings. To redeem exclusive merchandise and sampling products, visitors can also take part in a number of PUBG inspired activities.

"We are especially excited for this instalment of the Dew Challenge,” said Etika's vice president of marketing, Amy Gan. “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."

"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,” she added.

HONOR Malaysia is also the official sponsor for the Dew Challenge this year and will be sponsoring 110 prizes for participants as well, making this the first brand collaboration for the new release.

The new campaign comes shortly after Mountain Dew partnered with VaynerMedia to celebrate the launch of its new ‘Major Melon’ flavour with a self-declared over-the-top game show inspired by the hyper-stimulatory sensation that is a taste of the new watermelon-flavoured drink.

Viewers can see a myriad of exciting challenges including the Watermelon Ski, where contestants, including Dom Littrich of Inspired Unemployed, attempt to slide as far as they can down the very slippery, watermelon-scattered, pink-tarped runway.

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