Brands Ride the Winds of Winter With All Things Game of Thrones

In less than two weeks, millions of fans around the globe will finally start their journey of needing therapy in just 6 short weeks after the premier. As we all know by now, the last and final season of Game of Thrones starts on April 14th. A second trailer was dropped early this morning as a matter of fact.

Mountain Dew is joining the fray today with its “A Can Has No Name” ad campaign.

Here’s how this mysterious soda-centered quest works, according to USA Today:

Fans can use social media – and their real-world scavenging skills in New York and LA – to get limited edition cans inspired by the show. Mountain Dew opted to focus on the character of Arya Stark, who as part of her training as an assassin with the Faceless Men of Braavos had to relinquish her identity to become “no one.”

These special Mountain Dew cans, which cannot be bought, have no visible markings and are an icy white color. But when the cans are chilled, the names on Arya’s kill list, including characters who killed some of her family, will emerge.

Mountain Dew is just the latest advertiser riding this wave. It doesn’t matter that HBO doesn’t have ads, attaching your brand to one of the biggest TV dramas in recent history is just smart. Other advertisers with unique tie-ins include Johnnie Walker and its Thrones scotch and Brewery Ommegang’s GoT beer, the game of Monopoly just to name a few.

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