In the U.S., PepsiCo’s Mtn Dew is offering two limited edition line extensions inspired by Blizzard Entertainment’s World of Warcraft, a subscription-based multiplayer online role-playing game. Mtn Dew Game Fuel is the latest in a series of the brand’s gaming programs.
Mtn Dew Game Fuel is available in two varieties that represent the opposing factions of the game: citrus-cherry-flavored Horde Red and wild fruit-flavored Alliance Blue. The packaging for each product features images of the iconic characters that symbolize each faction.
To celebrate the launch of the two beverages, Mtn Dew, working in partnership with Blizzard Entertainment, is offering World of Warcraft players an in-game pet, known as a “battle-bot,” available exclusively through the promotional Web site http://www.warcraft.com/Dew.
This site also offers an extended 14-day free downloadable trial of the game. Throughout the summer, visitors also have the chance to win gaming related prizes every 15 minutes for 84 days with Mtn Dew Game Fuel’s “Choose Your Side” promotion, resulting in 96 giveaways per day — a grand total of over 8,000 prizes.
Among the prizes are Alienware Notebook computers and Razer Gaming Peripherals, such as headphones, speakers and keyboards, as well as Mtn Dew Game Fuel/ World of Warcraft branded gear and apparel.
World of Warcraft is getting popular in many countries. Recently, Blizzard Entertainment, which is a division of Activision Blizzard, and NetEase.com, a China-based Internet technology company announced that World of Warcraft will be licensed to an affiliated company of NetEase in mainland China. (Read: Blizzard, NetEase to Offer World of Warcraft in China)
Last year, Blizzard Entertainment had introduced Russian-language version of World of Warcraft, which is a subscription-based massively multiplayer online role-playing game (MMORPG). It allowed European players to buy the game and its expansion: The Burning Crusade, which is localized for Russia. Gamers could also begin playing on dedicated realms with Russian-language support. This was the fifth European-language version of World of Warcraft, after the English, French, German, and Spanish versions. (Read: Russian Language for the World of Warcraft)
Recently, DEW launched DEWmocracy, an online game experience that allowed consumers to create the next Mtn Dew flavor – Mtn Dew Voltage. In 2007, consumers experienced the first Mtn Dew Game Fuel, a limited-time-only product and the first beverage created specifically for gamers, which was inspired by Microsoft’s launch of Halo 3 for Xbox 360.
The Xbox 360 “Every 10 Minutes” promotion in 2005 provided DEW consumers with the opportunity to win the console before it was available for sale. In addition, as an ongoing sponsor of Spike TV’s Video Game Awards, Mtn Dew has helped to highlight the work of emerging and independent video game developers.
Mtn Dew Game Fuel will be available in 20-ounce single serve bottles and 12-packs of 12-ounce cans from June through the summer. A full slate of advertising will support the product’s launch with TV and radio spots created by BBDO NY and digital from Tribal DDB.