MTN DEW KICKSTART Introduces Kevin Hart as the New Face of the Brand and Launches ‘Closer Than Courtside’ Campaign

PURCHASE, N.Y. — Mountain Dew today announced that actor, comedian and overall hardest-working-man-in-show-biz Kevin Hart will become the new face of MTN DEW KICKSTART.

In this role, Kevin – one of the biggest NBA fans in the country – 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.

MTN DEW KICKSTART also today dropped the first installment of a new video series – “Courtside Do’s and Don’ts with Kevin Hart,” giving fans a humorous look at what it takes to kick it courtside with the mega star.

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

“I’m literally the biggest NBA fan you will ever meet. In fact, you could say I’m the king of watching basketball – but I’m still looking for my CourtSidekick,” said Kevin. “I’m 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.”

Through March 19, fans can enter the #CourtSidekickContest by creating a social post showing Kevin and MTN DEW KICKSTART why they’re the perfect CourtSidekick and tagging #CourtSidekickContest on Twitter, Instagram or Facebook. Once the contest closes, Kevin and DEW judges will review all entries and narrow the field to the top five finalists. Fans will then have a chance to vote to select the winner, who can also bring a friend, to kick it courtside with Kevin at this year’s NBA Playoffs. The contest winner will be announced on April 5.

“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,” said Chauncey Hamlett, senior director of marketing, Mountain Dew. “We’re excited to be partnering with him, and can’t wait to give a lucky DEW fan the chance to be his CourtSidekick during the NBA Playoffs this year.”