MTN DEW and NBA 2K23 Launch a Gaming-Ready Bundle at Papa Johns
Grace Mahas — September 8, 2022 — Marketing
References: prnewswire
MTN DEW and NBA 2K23 recently joined forces to launch a gaming-ready bundle at Papa Johns just in time for the release of NBA® 2K23 on September 9. To kick off the giveaway, the brands enlisted basketball legend Shaquille "Shaq" O'Neal to showcase an unboxing experience at Papa Johns, with a limited-edition MTN DEW NBA® 2K23 Player's Pack Bundle that will treat fans with a chance to unlock up to a million dollars' worth of in-game swag.
"MTN DEW has a long history in the gaming space and it's also the official soft drink of the NBA," said Scott Finlow, CMO of PepsiCo Global Foodservice. "We are excited to deliver this unique offering at Papa Johns, giving fans a first-of-its-kind unboxing experience."
The bundle swag is a collection of 200,000 unique locker codes, which includes a locker code Team Packs with Shaquille "Shaq" O'Neal, Klay Thompson, Zach LaVine and Zion Williamson (players can choose 2x), Emerald Tier Cards, a 1-hour 2XP Coin, and 30 total MyPLAYER Skill Boosts (five each of the six categories).
"MTN DEW has a long history in the gaming space and it's also the official soft drink of the NBA," said Scott Finlow, CMO of PepsiCo Global Foodservice. "We are excited to deliver this unique offering at Papa Johns, giving fans a first-of-its-kind unboxing experience."
The bundle swag is a collection of 200,000 unique locker codes, which includes a locker code Team Packs with Shaquille "Shaq" O'Neal, Klay Thompson, Zach LaVine and Zion Williamson (players can choose 2x), Emerald Tier Cards, a 1-hour 2XP Coin, and 30 total MyPLAYER Skill Boosts (five each of the six categories).
Trend Themes
1. Gaming-food Crossovers - Brands are collaborating to offer gaming-themed food bundles, showcasing disruptive marketing opportunities for both the gaming and food industries.
2. In-game Brand Collaborations - Partnerships between brands and video games are becoming more commonplace, presenting disruptive opportunities for product placement and targeted advertising.
3. Exclusive In-game Swag - Offering exclusive in-game swag as part of promotions is an effective way to drive fan engagement and generate buzz around product launches, providing disruptive opportunities for various industries.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage gaming-themed promotions to appeal to a younger demographics and stand out from competitors.
2. Gaming - The gaming industry can collaborate with brands to offer exclusive in-game swag to gamers, increasing brand loyalty and revenue streams.
3. Marketing and Advertising - Marketing and advertising industries can explore partnerships with video games or gaming events as a platform for product placement and targeted advertising opportunities.
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