Mountain Dew Exec Explains Why Halo 4 Received Double XP Over Black Ops II

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There is an interview posted on Forbes about why Mountain Dew, an American soda company, chose Halo 4 over CoD: Black Ops II.  I will be posting their interview below.

 

With New York Comic Con (NYCC) this week serving as a last big marketing push for Halo 4, how will DEW be involved?: 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. We’ll have DEW at the booth during 343 Industries panels and autograph signings. We won’t be sampling product in a large quantity, but we will have a presence.

Can you explain how the DEW Halo 4 program is rolling out?: There are three levels of Halo integration. With our Mountain Dew regular, diet and other line extensions there will be branding on bottles, but not a graphic takeover. With Game Fuel, which comes out every year and is product that our fans really crave, we’re doing a lot more. This line, which has more caffeine and is geared towards gamers, will introduce a new flavor, Citrus Cherry. These bottles will have significant Halo 4 graphics with Master Chief featured. 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. 16. Our vision for these kits is to hopefully have them displayed in houses or offices to generate buzz. We also expect people to share these with viral photos and other social media. 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.

 

Can you talk about the Double XP program?: Call of Duty unlocked how relevant Double XP was to the consumer. Double XP is extremely valuable to our consumer and now it’s something they’re looking for from us every year. It’s the core of this year’s promotion with Halo 4. We’ve heard from the consumer that they want Double XP, so the program this year is all about Double XP. Pretty much everything we’re doing is about unlocking and unloading Double XP. We want to make sure our fans know Mountain Dew is back in a big way.

 

Last year Mountain Dew offered a prize to play Call of Duty: Modern Warfare 3 inside Cowboys Stadium. What direction are you taking this year with Halo 4?: We’re rewarding consumers differently this year. Last year the prize of playing on the Cowboys Stadium screen, which is the biggest TV in North America, was a successful promotion. But our retail partners this year were more hungry for specific programs to take key value of Double XP to their shoppers. So we’re doing away with the over-the-top huge experience.

 

What types of retail partnerships will there be for Halo 4?: The first 1 million copies of Halo 4 that Walmart sells with have an insert code that talks about the DEW promotion and unlocks incremental Double XP. We’ve partnered with 7-11 on a mobile app that features Halo 4 in a new augmented reality and location-based mobile game from Ogmento that uses Mountain Dew and Doritos to unlock a King of the Hill-style gameplay experience. Our Target program focuses on driving value to consumers. If you pre-order Halo 4 and buy three DEW 12-packs you’ll get a $10 coupon off the price of Halo 4. We’re also doing regional promotions with stores like Speedway to send the message that DEW and Doritos belong together when gaming. When consumers buy two 20 oz DEW bottles and a bag of Doritos they receive a code on receipt that unlocks two matches of Halo 4 Double XP.

How long do you expect the Halo 4 products to be on retail shelves?: Product roles out starting Oct. 15 and we are planning to have product on shelves through Dec. 31. There’s a limited number of Halo branded packaging, but if we do sell through earlier we’ll try to keep up with demand.

 How did you make the decision this year to go with Halo 4 over Call of Duty: Black Ops II?: Both Black Ops II and Halo 4 are fantastic titles. We have a rich history with Microsoft going back to 2007 when we launched Game Fuel for the first time with Halo 3. Consumers are pumped about Halo 4 and they love seeing Chief on the bottles. Halo 4 has so many awards coming out of E3, including best online multiplayer game, that we are pumped about the game. In a world filled with choices, we had to make one. I’m going through a need for a Master Chief fix. It’s great to partner with Microsoft and 343 and have that iconic character to push with the DEW and Doritos brands.
source: Forbes

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