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.
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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.
While a lot of brands are just basing their special edition products on the show itself, Mountain Dew is a little more focused.
Their “A Can Has No Name” campaign focuses on Arya Stark and the choices and sacrifices she’s had to make leading up to the series’ final episodes.
And no, they’re not expecting people to get excited over a completely blank can.
After all, it only looks like that when the can is warm.
Once it spends enough time in the fridge, the can changes color to reveal not only what this is all for, but a list of very familiar names.
And the lines drawn through some of them are just as illustrative as the names themselves.
These cans change color to reveal Arya Stark’s kill list since the blank version is supposed to symbolize her giving up her identity to train as an assassin.
That theme of sacrifice brings us to the challenge Mountain Dew has in place to get one of these limited edition cans.
Since they can’t be bought, fans instead have to tell the company what they would sacrifice for a chance to win one of them.
According to USA Today , they have to use the hastags #ACanHasNoName, #ForTheThrone or #MTNDEWsweepstakes to do this and make their post on either Twitter, Facebook or Instagram.
But while the guy above seems willing to pay a heavy price, others took the challenge to more serious places.
One went beyond sacrificing other special addition Mountain Dew bottles and cans to sacrificing his own blood. Or rather, donating it.
Going to a donor center and saying, “I’m here to sacrifice my blood” sounds a little weird.
Another however, definitely understands the true meaning of that word.
Not only did he enlist for military service, but he said he would do it again should the need arise.
It’s worth noting that all of these people could get one as USA Today reported that Mountain Dew has tens of thousands of them to send out.
However, there is another way to get these special cans if you live in New York City or Los Angeles.
Although details of these more localized challenges haven’t appeared on Mountain Dew’s social media pages yet, they’re supposed to give out clues to help fans hunt for special locations in those cities where they can get these items.
Mountain Dew is also expected to give out special passwords to use when players get to their destinations.
According to USA Today , those passwords are to be given to the Masters of Coin.
Once they’re satisfied, they’ll give out special coins to feed into a vending machine that dispenses the color changing cans.
Good luck!
h/t: USA Today
