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Mountain Dew takes on AR zombies

Zombie walkers from AMC’s ‘The Walking Dead’ are unlocked through an augmented reality app tied to limited-edition cans and cartons of Mountain Dew.

The limited-edition packaging featured images of some of the show’s iconic characters
The limited-edition packaging featured images of some of the show’s iconic characters

A recent partnership between Mountain Dew and AMC brought characters from the TV channel’s exceptionally popular show, “The Walking Dead,” to life…in a manner. Through an augmented reality app, consumers were able to experience some of the show’s most iconic zombie walkers in their own real-world environments and then share the interaction via social media.

Launched Sept. 6, 2017 and culminating with the series’ 100th episode on Oct. 22, 2017, the nationwide campaign featured in-store and on-pack branding on more than 100 million Mountain Dew products. The limited-edition packaging featured images of some of the show’s iconic characters, including Rick Grimes, Michonne, and Daryl Dixon, on all single-serve 20-oz bottles and on 12-ct cartons of 12-oz cans of Mtn Dew, Diet Mtn Dew, and Mtn Dew Pitch Black. Using “The Walking Dead Encounter” app, available on both iOS and Android devices, consumers were able to scan the front of the packaging to unlock walkers.

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