Mountain Dew has teamed up with Paramount Pictures and DreamWorks in an online promotion with the impending release of the film Transformers in the US.

Pepsi-Cola North America confirmed yesterday (14 May), that its carbonate beverage, Mountain Dew, will run a US$7m prize draw promotion in conjunction with the July release of the film.

The online prize draw, 'Transform Your Summer', will run for 12 weeks and involves winning codes being hidden under the lids of 20oz and 1-litre bottles of Mountain Dew, Pepsi and Sierra Mist. Consumers then go to the website www.transformyoursummer.com and enter their code for a chance to win from over US$7m worth of prizes.

The campaign will offer entrants the chance to choose from home entertainment and gaming packages, trips to sporting events or a choice of holidays. Limited edition Transformers merchandise will also be available to win.

"Transformers promises to be a huge blockbuster film that we know our Mountain Dew consumers are anxious to see," said PepsiCo NA's vice president of marketplace initiative development, Mike Dillon. "To match the excitement surrounding the movie, we're offering a robust line-up of cool prizes and will give away thousands of them each day of the 'Transform Your Summer' promotion."

PepsiCo, which owns beverage brands including Gatorade, Tropicans and Pepsi, recently posted a 9% jump in operating profit for 2006 to US$6.4bn on the back of 8% rise in net sales to $35.1bn. Mountain Dew's performance fell back in the fourth quarter, although diet variants enjoyed rising sales.

The promotion will be backed by a television advert in the country, which will debut early next month. The film opens in the US on 4 July.