MTN DEW KICKSTART Selects Kevin Hart as New Face of Brand Campaign

Mountain Dew Fans Given Shot to Sit Courtside with Kevin Hart at NBA Playoffs

Mountain Dew announced that actor and comedian, Kevin Hart, will become the new face of MTN DEW KICKSTART. In this role, Kevin—a huge NBA fan himself—will bring one lucky DEW fan and a friend “Closer Than Courtside” at the NBA Playoffs, giving a boost in status to anyone who can show why they deserve to be his new “CourtSidekick”—a term Kevin coined himself.

This is the first activation of a year-long partnership between Kevin and MTN DEW KICKSTART that includes a 360-degree marketing campaign (TV, digital, social and experiential) and integration with Kevin’s latest comedy tour.

The brand also released the first installment of a new video series (seen above)—”Courtside Do’s and Don’ts with Kevin Hart,” giving fans a humorous look at what it takes to kick it courtside with the star.

At NBA All-Star 2018 in Los Angeles, Kevin will begin the search across the US for a new CourtSidekick, giving fans the chance to score ultimate access to some of the most coveted seats in the sport: courtside at the NBA Playoffs.

“I’m literally the biggest NBA fan you will ever meet. In fact, you could say I am the king of watching basketball—but I’m still looking for my CourtSidekick. I am happy to be partnering with MTN DEW KICKSTART to kick off the CourtSidekick Contest and find the right person to help me take my NBA game-watching to the next level,” said Hart.

“Kevin embodies the bold attitude, energy and spirit of MTN DEW KICKSTART, so he was a natural choice to be the face of the brand. We are excited to be partnering with him, and cannot wait to give a lucky DEW fan the chance to be his CourtSidekick during the NBA Playoffs this year,” said Chauncey Hamlett, Senior Director of Marketing, Mountain Dew.