Mix Mountain Dew, Batman and Dale Earnhardt Jr., and somehow it all makes marketing sense. Just ask PepsiCo, which has been tying those elements and more together in a blowout summer marketing campaign around The Dark Knight Rises, which of course hits theaters this weekend.

In fact, PepsiCo believes the campaign is clicking on so many bat-cylinders that it's taking the initiative global in the first-ever worldwide marketing campaign for the iconic soft drink, scaling beyond the U.S. campaign for The Dark Knight Rises that kicked off in May, including a dewgothamcity.com microsite.

"Dew fans in the U.S. and around the world have incredible passion for the Dark Knight franchise," Brad Jakeman, president of PepsiCo's global beverages group, said in a press release. "We are excited about continuing to find unique and authentic ways to connect with Dew fans and fuel the growth of the brand around the world."

Mtn Dew is activating its campaign in nearly 20 countries across the Americas, Europe, Asia and the Middle East, inviting Dew and Dark Knight fans in all markets to its "Go Inside Gotham City" promotion which includes its new, limited-time flavor, Mtn Dew Dark Berry, inspired by the brooding caped crusader; more than 800 million bottles and cans featuring on-pack campaign graphics; digital access to exclusive content associated with the movie; and a multi-channel advertising campaign including a TV commercial designed to whet fans' appetites for the movie and the beverage.Continue reading...

The Dark Knight Rises' opening this week makes it as good a time as any to ask, do you know what the difference is between Gotham and Gotham City?

The former term associated with Batman/Bruce Wayne's hometown is not trademarked. But a recent filing by the Twentieth Century Fox Film Corporation aims to change that. It also raises questions about why the filing wasn't made by DC Comics or Dark Knight movie studio, Warner Bros.Continue reading...

Text messages aid in Haitian philanthropy efforts. [WSJ]

Gotham hired to take over 1-800-OK-CABLE creative duties. [Brandweek]

FocusDriven created to prevent texting while driving. [Consumerist]

Japanese cosmetic brand Shiseido to buy Bare Escentuals. [NY Times]

New Oscar Mayer campaign isn't just about hot dogs. [NY Times]

Layoffs hit the music industry: 50 fired at Universal Music Group. [LA Times]Continue reading...