MTN DEW GAME FUEL & DORITOS X CALL OF DUTY

PepsiCo and Activision are on a mission to elevate the player experience both in game and in real life. To mark the highly anticipated release of Call of Duty®: Black Ops Cold War in fall 2020, PepsiCo’s MTN DEW®, MTN DEW® GAME FUEL®, and Doritos® brands helped fuel gamers’ path to victory through unique challenges and the purchase of participating products.

Along with scoring double XP (Experience Points) with every purchase and a chance to win special gaming swag, like the brand new PlayStation®5 console, or bonus in-game skins/content; PepsiCo worked with Call of Duty® to bring retro MTN DEW® cans and Doritos® posters and billboards into the campaign mode to reach fans while playing the game and immerse them in the specific time period.

In a 360 marketing campaign the brands drove awareness of the program and the launch of the new title through a combined media, PR and influencer led strategy. This included creating a first of its kind CGI television commercial leveraging actual assets from the game itself. The brands also leveraged top gaming influencers like Dr Disrespect and Courage, to challenge fans to pay close attention to the streams of their favorite pro gamers and influencers to catch subliminal hints in the form of Cold War style stream ‘interruptions.’ These glitchy, vintage-quality :01-:02s clips throughout the streams contained passcodes granting access to exclusive prizes.

Ultimately, these promotions drove mass awareness of the broader national on-pack promotion and encouraged consumers to purchase specially marked products to unlock their in-game rewards. The partnership totaled more than a million total reward redemptions by players. As a result, MTN DEW® GAME FUEL® saw a 2.9 percent brand awareness lift.