Pitch Black was a Mountain Dew product available only during the Halloween season. The strategy was to do something scary, funny and engaging, to tie in with the spirit of the holiday. The site is a haunted house that users navigate through with a flashlight they control using their mouse. In the attic of the house is an old arcade machine, through which users can access "Terror in the Woods", an online game in which they must flee a heavy-breathing pursuer.

The target audience was 12-24 year-olds, with the bull's eye being 19-year-old males.