Mtn Dew Game Fuel is available in two varieties that represent the opposing factions of the game: citrus-cherry flavoured Horde Red, and wild fruit-flavoured Alliance Blue.
The packaging for each product features images of the iconic characters that symbolise each faction. 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 give-aways a day (that’s a grand total of more than 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.
“We’re thrilled to be collaborating with Blizzard Entertainment to harness the power of one of the most popular and recognisable game franchises,” said Frank Cooper, chief marketing officer of sparkling beverages, Pepsi-Cola North America Beverages. “We’re giving players a new way to experience World of Warcraft and a new way to experience Dew. Both of us, and more importantly the consumers, will benefit from the partnership.”
“We’re pleased to be working closely with Mtn Dew to bring this opportunity to our own community and to the broader gaming audience as a whole,” said Paul Sams, chief operating officer of Blizzard Entertainment. “In addition to putting thousands of great prizes up for grabs, this promotion offers World of Warcraft players a new way to show their Horde or Alliance pride out in the real world.”
Mtn Dew Game Fuel will be available in 20oz single-serve bottles and 12-packs of 12oz 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 Worldwide.
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