• August 10, 2009

Mountain Dew is collaborating with Paramount Digital Entertainment (PDE) on "Circle of 8," an original, episodic thriller that invites audiences to participate in determining the fates of its characters.

Mountain Dew "will play a critical role in evolving the storytelling experience through 'Circle of 8,' going far beyond traditional sponsorship and brand integration models," said Frank Cooper, CMO of sparkling beverages, Pepsi-Cola North America Beverages. Distributed by PDE and produced by Milchan/Van Eyssen, the series will deliver "cinematic quality" on the Web and portable devices, according to the announcement.

After appearing exclusively on MySpace during October, it will be redistributed as a full-length feature showcasing the choices made by the audience online. Endemol will oversee international brand alliances and international distribution for the series.

--Karlene Lukowitz