As the cultural juggernaut Game of Thrones reaches its final season, the hype and anticipation for what could possibly happen has reached its fever pitch.
And since this show has been such a big part of so many lives, it's hard for fans not to be invested whether they like what's going on in it or not. So it's no surprise that a lot of brands would want to channel that hype to promote their products.
But while changing the packaging of Oreos slightly is one way to go about this, another is to turn the special edition item into a coveted prize. And that's exactly what Mountain Dew is trying to do.