For brands shelling out more than $5 million for a 30-second Super Bowl ad, the challenge goes beyond catching attention during the game—the real payoff comes when marketers earn multiple views of their expensive ads. This year, Mtn Dew will try to pull that off by dangling $1 million in front of viewers as part of a contest plugged by John Cena.
The WWE star and actor will star in a 30-second in-game ad that challenges viewers to count the number of Mtn Dew Major Melon bottles appearing in the spot, which comes from TBWA\Chiat\Day New York. (The new watermelon flavored variety recently debuted.) The first person to tweet the correct number of bottles wins $1 million (subject to verification by the brand; viewers get three guesses each). Cena previews the ad in a video released today.
Update: The spot ran in the second quarter. See it above.