Mountain Dew is offering a special giveaway on PlayStation 5 consoles and copies of Call of Duty: Black Ops Cold War. This isn't the first time fans could get a PS5 by way of junk food, either; back in October, Burger King started a cross-promotion with Sony, offering free PS5s to customers who used the fast food restaurant's website or mobile app.
The video game industry has a long tradition of cross-promoting with junk food. One recent and especially notorious example of this can be found in Halo Infinite. The new shooter was set to be a flagship launch title on the Xbox Series X/S, but when fans were disappointed in the graphics during a notorious reveal event back in July, Microsoft delayed the game hard. It ended up in development hell for months and is now aiming for a release in Fall 2021. The massive delay hasn't stopped Microsoft from marketing the game aggressively, though, and from offering exclusive in-game content through snack food purchases. Chips Ahoy, Sour Patch Kids, and Monster Energy are all in on the scheme, offering DLC content for a game that won't even be out for almost a year.
But Halo Infinite isn't the only game around for junk food peddlers to promote. As announced via press release on PR Newswire, Mountain Dew is celebrating the launch of a new e-shop to sell Gamer Fuel, a special Mountain Dew brand designed to cater specifically to video game fans. The "direct-to-gamer" website is being launched with special sweepstakes and shopping codes to give fans ample opportunity to do the Dew. In addition to a Dr. Disrespect-themed can of Gamer Fuel, fans can also opt in to the new Victory Pass rewards system. Buying cases of Gamer Fuel will give fans a chance to win special rewards, including ever-contentious double XP tokens in Black Ops Cold War. The grand Victory Pass prize, though, is a special bundle that gives Mountain Dew fans a PlayStation 5 console and a copy of Black Ops Cold War to enjoy with it.
Both next-gen consoles have been getting in on the junk food market this year. Fans of the fast food chain Bojangles, for instance, were surprised to learn that the restaurant had partnered with Microsoft to decorate a single special edition Xbox Series X, which was dressed up as a box of the restaurant's famous fried chicken and given away to one lucky follower on Twitter. This was certainly an unexpected venture from either company, but it surely worked wonders from an advertising perspective.
These junk food tie ins are often decried as cheap cash grabs, and certainly not without reason. But this one in particular might be worth paying attention to because it could be the most reliable way to get a PlayStation 5 at the moment. Sony's new console sells out in seconds whenever it's stocked thanks to scalpers with computer bots. If fans aren't having any luck buying a console from a retailer like Walmart or Best Buy, they just might have better luck getting one from Mountain Dew, and getting a free copy of Call of Duty: Black Ops Cold War in the bargain as well.
Source: PR Newswire
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