The marketing partnership between Mountain Dew & The Dark Knight Rises has been slowly grabbing attention over the past few weeks. This weekend their campaign went high profile as NASCAR driver Dale Earnhardt Jr. won his first race is 4 years while driving the Dew Crew Rises car. Also, content and prizes are now being unlocked through the newly live DewGothamCity.com website. Prizes will include advanced screening tickets, a limited-edition Xbox 360, various gear, and a signed copy of The Dark Knight Rises script by Christopher Nolan! On the website, fans can redeem codes for points, as well as discover content.

Speaking of content, yesterday, a ‘press release’ from Mayor Anthony Garcia was found on the website. The release announces the Dent Act, legislation that will bolster the Gotham’s campaign against organized crime. The fun viral piece proves that Harvey Dent will have a lasting mark in Christopher Nolan’s Batman story.

 
Furthermore proving that point, on the website today, a newsstand with a Gotham Observer newspaper was unlocked. The paper headline makes mention of a Harvey Dent Day. The subsequent articles talks about the festivities planned for Harvey Dent Day, as well as bringing up news about recent burglaries in the city.

 
On the last page of the paper, an ad for a company called Rykin Data stands out among the content. The ad is also a link that takes you to company’s website, RykinData.com, which features a clipping from the company’s patent application.

Head over to DewGothamCity.com to go inside Gotham City and unlock content for yourself. Once 5,000,000 codes are unlocked, or on July 8th, the Batcave section will open with new exclusive content.