This year’s Dew Challenge goes national, merging the best of both worlds – virtual and reality, in one of the largest scaled PUBG themed paintball tournaments, bringing together all the elements that players know and love in-game to real life.
Amy Gan, vice president of marketing, Etika, said that the collaboration is truly representative of Mountain Dew’s commitment to its consumers who seek to live life authentically.
“We are especially excited for this instalment of the Dew Challenge. 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.”
“We want people to push their boundaries and live their best, most vibrant lives,” she said.
She added that this marks the first instance where a brand has undertaken a project of such magnitude, and its realisation owes greatly to their exceptional team and partners – especially PUBG, who share the same vision and believe in the idea as much as they do.
“PUBG, in particular, stands out as a crucial collaborator, as they share our vision and wholeheartedly believe in this concept.”
“We would like to encourage everyone to join, gamer or not, and be a part of this historic journey with us,” said Gan.
Starting Oct 1, interested participants can purchase a 400ml bottle of Mountain Dew, head to the Dew Challenge website at dewchallenge.com and key in the unique code located under the bottle cap to complete their registration and redeem prizes, including (but not limited to) UC Coins, in-game items, merchandise, and partner vouchers.
Each bottle redemption gives out a random number of Dew Coins which contribute to regional live leaderboard rankings. The top players from each leader board are given priority to join the exciting and engaging, adrenaline-packed round of regionals spanning four regions across Malaysia: North, South, Central, and East Malaysia this November.
The launch will be accompanied by a treasure hunt, drawing inspiration from in-game mechanics. 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.
Likewise, just as players scavenge for weapons, armour and supplies from a loot box at the beginning of a game, participants will do the same to gain extra leaderboard points and other rewards before the tournament.
The loot boxes are replenished daily and/or in different time intervals throughout the day at partner outlets such as MBO Cinemas, Morac Go Kart, Chicago Chicken City, Taco Bell and Dominos, across the country.
Participants will receive notifications from the Dew Challenge website on loot box location sightings, where they can scan the QR code on the virtual loot boxes and redeem prizes to bolster their leaderboard standings.
For those in Klang Valley, a special Dew Challenge roving truck will bring the excitement to various locations including universities, partner outlets, night markets, commercial shopping spots and more.
To redeem exclusive merchandise and sampling products, visitors can take part in a number of PUBG-inspired activities including a special Mountain Dew x PUBG vending machine, an immersive shooting gallery and the gaming jam session where further prizes are up for grabs.
Additionally, as the official mobile sponsor for this year’s Dew Challenge, HONOR Malaysia will be sponsoring 110 amazing prizes for participants, making this the first brand collaboration for the new release.
The registration period, the treasure hunt and roving truck will run from Oct 1-31, followed by regionals taking place in November and the Grand Finale in December with more details to come.
For more information, visit the Dew Challenge website or follow them on Facebook.