The hype around the final season of “Game of Thrones” continues in HBO’s “For the Throne” campaign, which has followed how far fans and brands will go for the show.
This latest stunt comes from Pepsico’s Mountain Dew, which has eliminated the branding on its can “For the Throne.”
The soda brand has introduced “A Can Has No Name,” a limited-edition vessel that appears completely white and logo free at room temperature. But when it’s chilled, it reveals something special--the kill list of one of the show’s most popular characters, Arya Stark.
In order to get their hands on a can, Mtn Dew is inviting fans to share what they would do #FortheThrone and post with that hashtag along with #ACanHasNoName and #MTNDEWSweepstakes. In New York and L.A., they’ll also get a chance to score the cans by providing the secret password to whom Mtn Dew has dubbed the “Masters of Coin,” who will then lead them “Iron Vending Machines” dispensing the Dew.
The idea is reminiscent of a previous “Game of Thrones” licensing tie-up with Johnnie Walker from last year, which featured bottles of scotch that revealed the message “Winter Is Here” when they reached freezing temperature.