Earlier this week Moutain Dew unveiled its 30-second spot, which will air during Super Bowl LIV on February 2. The ad features actors, Bryan Cranston and Tracee Ellis Ross in a re-imagining of the famous “Here’s Johnny” scene from Stanley Kubrick’s The Shining. But it turns out, this isn’t the last we’ll see of The Shining in the brand’s new campaign for MTN DEW Zero Sugar. Surrounding the big game, Mountain Dew is bringing elements from the TV commercial to Instagram, Snapchat and TikTok.
On February 2, Danny Torrance’s invisible friend Tony, who talks to him through his finger, will take center-stage in various Super Bowl commentary and conversations through Instagram stories. Fans will be able to follow along on social with the hashtags #MTNDEWZeroSugar and #TheShining.
On Super Bowl Sunday, the brand will launch an augmented reality Snapchat filter allowing fans to superimpose themselves into the twins scene in the DEW commercial, which makes reference to the famed and creepy Grady twins from The Shining. Fans across the nation can thrill their followers with the filter, which will launch and be available on game day and beyond.
Lastly, The Shining twins live on in popular culture as memes and Mountain Dew will tap into their notoriety with a TikTok initiative native to the platform. The #AsGoodAsTheOG Challenge will make creative use of the “twin” tool and dance challenge to rally TikTok-ers to participate.
Mountain Dew will also be releasing a 60-second extended version of The Shining inspired Super Bowl spot after the big game on their YouTube channel.
