PepsiCo's Mtn Dew Partners With Blizzard Entertainment(R) for World of Warcraft(R)-Inspired Summer-Only Offering
MTN DEW GAME FUEL(R) HITS THE BEVERAGE AISLE
PURCHASE, N.Y., June 8 /PRNewswire-FirstCall/ -- This summer in the United
States, PepsiCo's Mtn Dew is offering two limited edition line extensions
inspired by Blizzard Entertainment(R)'s World of Warcraft(R), the most popular
subscription-based multiplayer online role-playing game in the world. Mtn Dew
Game Fuel is available in two varieties that represent the opposing factions
of the game: citrus-cherry-flavored Horde Red and wild fruit-flavored Alliance
Blue. The packaging for each product features images of the iconic characters
that symbolize each faction.
To celebrate the launch of the two beverages, Mtn Dew, working in
partnership with Blizzard Entertainment, is offering World of Warcraft players
an in-game pet, known as a "battle-bot," available exclusively through the
promotional Web site www.warcraft.com/Dew. This site also offers an extended
14-day free downloadable trial of the game. Throughout the summer, visitors
also have the chance to win great gaming related prizes every 15 minutes for
84 days with Mtn Dew Game Fuel's "Choose Your Side" promotion, resulting in 96
giveaways per day -- a grand total of over 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 are thrilled to be collaborating with Blizzard Entertainment to
harness the power of one of the most popular and recognizable 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 both 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 is the latest in a series of the brand's gaming
programs. Most recently, DEW(R) launched DEWmocracy, an online game experience
that allowed consumers to create the next Mtn Dew flavor - Mtn Dew Voltage.
In 2007, consumers experienced the first Mtn Dew Game Fuel, a
limited-time-only product and the first beverage created specifically for
gamers, which was inspired by Microsoft's launch of Halo 3 for XBOX 360. The
highly successful XBOX 360 "Every 10 Minutes" promotion in 2005 provided DEW
consumers with the opportunity to win the console before it was available for
sale. In addition, as an ongoing sponsor of Spike TV's Video Game Awards, Mtn
Dew has helped to highlight the work of emerging and independent video game
Mtn Dew Game Fuel will be available in 20-ounce single serve bottles and
12-packs of 12-ounce 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.
About Mtn Dew
Mtn Dew is a product of Purchase, N.Y.-based Pepsi-Cola North America
Beverages (www.pepsi.com), the refreshment beverage unit of PepsiCo, Inc. in
the United States and Canada. Its U.S. brands include Pepsi, Mtn Dew,
Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tava, Tropicana Twister Soda,
Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company
also makes and markets North America's best-selling ready-to-drink iced teas
and coffees, respectively, via joint ventures with Lipton and Starbucks. For
more information, visit www.pepsiproductfacts.com.
About Blizzard Entertainment, Inc.
Best known for blockbuster hits including World of Warcraft(R) and the
Warcraft(R), StarCraft(R), and Diablo(R) series, Blizzard Entertainment, Inc.
(www.blizzard.com), a division of Activision Blizzard (Nasdaq: ATVI), is a
premier developer and publisher of entertainment software renowned for
creating some of the industry's most critically acclaimed games. Blizzard
Entertainment's track record includes eleven #1-selling games and multiple
Game of the Year awards. The company's online-gaming service, Battle.net(R),
is one of the largest in the world, with millions of active users.