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To excite fans about the release of the last season of “Game of Thrones,” Mountain Dew partnered with HBO to create a limited edition can, calling it “A Can Has No Name.”

This special can is plain white and brandless when warm, but reveals names on character Arya Stark’s kill list when chilled, thanks to thermodynamic ink. Fans can enter for a chance to snag one of these cans by posting what they would sacrifice for one on Facebook, Instagram or Twitter using the hashtags #ACanHasNoName, #ForTheThrone and #MTNDEWsweepstakes. Fans in NYC and LA also have the opportunity to get their hands on one of these cans by seeking out the “Masters of Coin,” who will award coins for saying the correct password. Fans will then be led to an Iron Vending Machine to exchange their coin for a can. To build awareness for the campaign, the brand released a teaser video with NBA player Joel Embiid and removed branding from their social media pages.  

Mountain Dew is tapping into the popularity of limited edition items with a unique twist that is bound to spark conversation and engage customers. Additionally, partnering with such a popular television series as its leading up to its final season is likely to increase the reach of the campaign.