It’s another year, and another marketing program between Activision and Mountain Dew and Doritos. The “Fuel Up for Battle” promotion, which kicks off Oct. 6, will allow gamers in select markets around the world will have the opportunity to customize their Call of Duty: Advanced Warfare multiplayer gaming experience by accessing exclusive (until Feb. 15, 2015) in-game gear through the new in-game Supply Drops reward system.
American gamers can collect codes from specially marked packages of Dew and Doritos products and enter them online at www.DewandDoritos.com to enhance their gaming experience and create a unique identity for their advanced soldier by unlocking exclusive Dew and Doritos in-game gear. Fans can customize their character with accessories such as an exoskeleton, heavy vest kit, helmets, goggles, boots and more. Also making a comeback is the ability to unlock double XP and rapid supply rewards. Every code entered from Dew and Doritos packages unlocks Call of Duty in-game rewards and each code entered will also provide a chance to win an Xbox One console.
Mountain Dew has something old and something new for its COD branded drinks this year with Mountain Dew Game Fuel Citrus Cherry and Mountain Dew Game Fuel Lemonade for a limited time only. Both products will hit shelves in the U.S., beginning October 6, along with new 3.375 oz. specially marked bags of Doritos Nacho Cheese, Doritos Cool Ranch, Doritos Spicy Nacho or Doritos Dinamita Chile Limon flavored chips. Greg Herman, senior brand manager at Mountain Dew, talks about the new promotions in this exclusive interview.
What do you feel differentiates Call of Duty from any other game franchise out there?
Call of Duty: Advanced Warfare is the latest example of the franchise’s ability to produce compelling material for gamers, with innovations like the new ‘Supply Drops’ reward systems. We admire the way they continue to push the envelope and give gamers new, unique experiences over and over again.
How has this PepsiCo program grown over the years with the Call of Duty franchise?
The Mountain Dew and Doritos brands have a long-standing legacy of partnerships and promotions around blockbuster video games, which have delivered some of the highest levels of consumer engagement — our programs with the Call of Duty franchise have been no exception.
What have you learned from consumers from past promotions that has influenced this year’s campaign?
Mountain Dew’s and Doritos’ integrated gaming promotions have proven successful year-over-year. Through our previous campaigns, we’ve found that when our products bring the gaming community exclusive experiences that add to the enjoyment of the game, it’s really well received so, this year we’re excited to offer unique access to in-game gear through codes on our products through the ‘Fuel Up for Battle’ promotion.
How do you go about choosing which limited edition flavors to introduce?
We tapped into flavor trends to create a great tasting lemonade-flavored Mountain Dew Game Fuel for our fans. We’ve never had a lemonade flavor before, and we feel really good that it’s something our fans will enjoy.
What has the new franchise, Call of Duty Advanced Warfare, opened up for this promotion with the Supply Drops?
This year’s partnership with Activision provides gamers with exclusive access to in-game gear, double XP and rapid supply to take the gaming experience to the next level. Mountain Dew and Doritos fans will have a chance to access these coveted advantages and be able to customize their gaming experience like never before.
How have you seen in-game rewards connect consumers with your brands?
When our products help reward gamers in-game, we’ve found that they connect with our brands at a whole new level. Our fans can customize their gaming experience, and unlike a traditional sweepstakes, every code collected from a DEW or Doritos product unlocks rewards that provide tremendous value to our fans, including in-game gear, double XP, rapid supply and a chance to win an Xbox One Entertainment System.
Can you talk about the commercial and themes you’re exploring with this campaign (In the past you’ve had humorous commercials with celebrity directors for this campaign.)
There will be a ‘Fuel Up for Battle’ commercial that will air in the fall, but at this time, it’s too early to discuss the specifics.
Can you talk about the viral aspect of your campaign?
We’re always looking to build upon the previous year’s success and we feel the way that our products can reward gamers with in-game gear through supply drops will resonate with their always-on aim to level-up.
How many bottles and packages of chips will be part of this program and how long will they be in stores approximately after launching Oct 6?
The DEW and Doritos products will be available nationwide and in select markets around the world for a limited time through the end of 2014.
In the past you’ve had events where fans could win an experience like playing COD at Cowboys Stadium. How has that aspect of the program evolved?
Every DEW and Doritos gaming promotion is different, and we are constantly evolving our programs to engage with our consumers in different ways. This year, we are excited to offer our fans exclusive access to in-game gear rewards to customize their gaming experience.
How many Xbox Ones will you be giving away?
We will give away one Xbox One entertainment system per day throughout the duration of the promotion.