Call of Duty's New 'Rank Up' Program Tarnishes an 8-Million-Man Tribe
Omar Yusuf — September 30, 2011 — Tech
References: forbes & gamepolitics
Call of Duty: Modern Warfare 3 -- the latest installment in the world's biggest media property -- is preparing to hit streets and stores, but not before it cannibalizes its own community with the company's Rank Up promotion.
Call of Duty is about more than simply shooting at other players. Instead, the game revolves around "experience points" which confer rewards, new weapons and, ultimately, more victories. Normally, experience points are earned by performing harrowing tasks in multiplayer matches, but Pepsi Co. intends to change all that with their new Rank Up promotion.
Starting at Modern Warfare 3's launch, gamers who purchase specially branded Doritos and Mountain Dew products can redeem in-game codes that double and triple the experience points they receive, utterly destabilizing the community of millions. Although product partnerships are a common element in most modern games, it's a sensitive topic in the industry and it seems that publisher Activision has genuinely angered its legion of loyal consumers with this promotion.
Call of Duty is about more than simply shooting at other players. Instead, the game revolves around "experience points" which confer rewards, new weapons and, ultimately, more victories. Normally, experience points are earned by performing harrowing tasks in multiplayer matches, but Pepsi Co. intends to change all that with their new Rank Up promotion.
Starting at Modern Warfare 3's launch, gamers who purchase specially branded Doritos and Mountain Dew products can redeem in-game codes that double and triple the experience points they receive, utterly destabilizing the community of millions. Although product partnerships are a common element in most modern games, it's a sensitive topic in the industry and it seems that publisher Activision has genuinely angered its legion of loyal consumers with this promotion.
Trend Themes
1. Gamification in Marketing - The Rank Up promotion in Call of Duty demonstrates the trend of using gamification techniques in marketing campaigns.
2. In-game Product Partnerships - The controversy surrounding the Rank Up promotion highlights the trend of incorporating branded products and promotions into video games.
3. Consumer Backlash - The negative response from Call of Duty's loyal community shows the trend of consumers voicing their displeasure and holding companies accountable for disruptive promotions.
Industry Implications
1. Gaming - The Rank Up promotion in Call of Duty impacts the gaming industry by introducing disruptive promotional strategies that can affect player dynamics.
2. Food and Beverage - The partnership between Call of Duty and Doritos/Mountain Dew demonstrates the potential for collaboration between video games and the food and beverage industry for marketing initiatives.
3. Marketing and Advertising - The Rank Up promotion controversy highlights the importance for marketers and advertisers to carefully consider the impact of their campaigns on consumer sentiment.
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