Mtn Dew brings ‘Shining’-inspired Super Bowl campaign to social media

Brief: PepsiCo's Mtn Dew brand is promoting its new sugar-free soda with a Super Bowl campaign that extends to social media apps Instagram, Snapchat and TikTok on Feb. 2, according to a company announcement. Mtn Dew Zero Sugar is featured in a multichannel effort based on the classic horror movie "The Shining. " In an Instagram Story, Mtn Dew will introduce Tony, the imaginary friend who "Shining" character Danny Torrance talks to through his finger. Instagram users can follow his commentary and conversations online during the Super Bowl with the hashtags #MtnDewZeroSugar and #TheShining. On Snapchat, Mtn Dew will release an augmented reality (AR) filter that lets users of the image-messaging app superimpose themselves into a scene from the soda brand's commercial showing the undead twin girls from the film.

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