Want to know how to leverage the most-anticipated game launch in the history of gaming (Halo 3, for the uninitiated)? Here’s how:
Pepsi-Cola North America…is readying a red-hued, citrus-cherry-flavored, limited-edition Mountain Dew that will carry the name of the much-anticipated “Halo 3” for Microsoft’s Xbox 360. Touted as the first soft drink created for and co-branded with a video game, the new Dew is positioned as “game fuel.”
Wow. That’s amazing. Mountain Dew has already scored a case study when it game away thousands of new X-Box 360 consoles every hour for a previous promotion in 2005. But to launch a “game fuel” drink is sheer genius.
Ad Age quotes a gaming consultant thusly in its article:
“To be able to tie in with ‘Halo’ is a coup for Mountain Dew,” said Mark Allenbach, director-interactive media and games at Frank N. Magid Associates. “It is considered the killer app for Microsoft, period. … There is significant cachet with any product associated with it. If you came to me and said, ‘I have soda and want to put it with a game,’ I don’t think it gets much better than putting it with ‘Halo 3.'”
I agree. Kudos Pepsi. Now what can you do with your other brands in the portfolio?