No, this is not a joke.
Some time ago, there was a controversy regarding games, journalists, and brand tie-ins, regarding, specifically, Mountain Dew and Doritos. Amazingly enough, it looks like the developers of Call of Duty: Advanced Warfare, have a great, meta- sense of humor. Either that, or they’re completely oblivious. Because, you see, they have now confirmed that Call of Duty: Advanced Warfare will have exclusive Mountain Dew and Doritos gear in game. No, seriously.
To get this gear, starting October 6, fans in the U.S. can collect codes from specially marked packages of Dew and Doritos products and enter them online at www.DewandDoritos.com to enhance their gaming experience and create a unique identity for their advanced soldier by unlocking exclusive (until February 15, 2015) Dew and Doritos in-game gear.
“We’re thrilled to bring together with Call of Duty such iconic brands as Mountain Dew and Doritos in a compelling and fun way that benefits both of our respective communities,” said Ashley Maidy, vice president of licensing and partnerships, Activision Publishing, Inc. “So, with the exclusive in-game gear waiting for DEW and Doritos consumers, gamers just need to fuel-up and login.”
“As in-game experiences evolve, the DEW and Doritos brands are constantly looking for ways to bring those cutting-edge ideas to life offline through unique promotions and exclusive opportunities for our fans,” said Greg Lyons, vice president of marketing, Mountain Dew. “As a brand with an endemic gaming heritage, we are excited to be able to offer this massive gaming community unique access to Call of Duty: Advanced Warfare’s next generation ‘Supply Drop’ platform.”
“The Dew and Doritos ‘Fuel Up for Battle’ promotion is a great example of PepsiCo’s strength in delivering an integrated food and beverage marketing campaign,” said Jeff Klein, vice president of marketing, Frito-Lay. “Our unique ability to bring consumers exclusive experiences through our long-standing legacy of partnerships and programs around blockbuster video games, demonstrates why we are Better Together.”
I really, really, really hope this is just an ironic and knowing wink and a nudge.