We want to make sure our fans know Mountain Dew is back in a big way. Pretty much everything we’re doing is about unlocking and unloading Double XP. We’ve heard from the consumer that they want Double XP, so the program this year is all about Double XP. It’s the core of this year’s promotion with Halo 4. Double XP is extremely valuable to our consumer and now it’s something they’re looking for from us every year. It did very well with consumers.Ĭan you talk about the Double XP program?Ĭall of Duty unlocked how relevant Double XP was to the consumer. We learned from that first partnership that it was a home run from a product standpoint. Games make sense for us as a platform and partner. That program confirmed an intuition we had based on stats and data. Halo 3 was out first major foray into gaming. What have you learned over the years from working with video game franchises like Halo and Call of Duty? What’s really interesting about the kit is that each one will include a Doritos bag signed by every member of the 343 development team. We also expect people to share these with viral photos and other social media. Our vision for these kits is to hopefully have them displayed in houses or offices to generate buzz. We also have 120 limited edition influencer/PR kits that we’re sending out with Doritos – which is participating in a significant crossover with DEW – to 120 people beginning Oct. These bottles will have significant Halo 4 graphics with Master Chief featured. This line, which has more caffeine and is geared towards gamers, will introduce a new flavor, Citrus Cherry. With Game Fuel, which comes out every year and is product that our fans really crave, we’re doing a lot more. With our Mountain Dew regular, diet and other line extensions there will be branding on bottles, but not a graphic takeover. There are three levels of Halo integration. We won’t be sampling product in a large quantity, but we will have a presence.Ĭan you explain how the DEW Halo 4 program is rolling out? We’ll have DEW at the booth during 343 Industries panels and autograph signings. Microsoft and 343 will be at New York Comic Con and whenever they have an opportunity to reach consumers, we want to integrate our brands into that. With New York Comic Con (NYCC) this week serving as a last big marketing push for Halo 4, how will DEW be involved?
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