Soft drinks giants' thirst for online promotions
Coke and PepsiCo have both tied up deals with the next generation of games consoles as they seek to push online communication to a broadening gaming audience.
The Sony PlayStation Portable has been discussed as a platform not just for games, but for unique marketing initiatives as well. Beyond direct advertising, many have discussed the potential for more creative promotions integrated with the games themselves.
The Japanese unit of Coca-Cola may be the first to venture beyond attaching an ad to downloaded video or buying in-game advertising, reports Clickz News. The soda distributor set up an on-pack promo and microsite at Cokestyle.net to unlock special content for players of PSP title Wipeout Pure, a futuristic racing game developed by Sony.
Players can use Coke-provided keywords, distributed on Cokestyle.net and/or Coke product packaging, to unlock new elements in the game. These elements include menu graphics, special courses, vehicles, and sound effects. Examples of unlockable material include a Coke skin for Wipeout vehicles and Coca-Cola banner ads displayed on surfaces throughout the racecourse.
The microsite features screenshots from Wipeout Pure, including one displayed on a PSP unit. Deeper in the site, a schedule reveals when keywords will become available, and what content each one will grant. The current schedule lists dates from mid-August through October.
It is unclear whether the content was previously built into the game, or will be downloaded from the Internet via the PSP's Wi-Fi connection. Wipeout Pure was among the launch titles for the PSP.
In the US, PepsiCo's Mountain Dew brand and Microsoft want to award thousands of Xbox 360 consoles before they're in stores. A new winner will be chosen every ten minutes over a nine week period with consumers having to register at www.every10minutes.com with a unique code printed under specially marked "Every ten Minutes" caps of 20-ounce and one-litre bottles. Participants will be able to choose which ten-minute drawing to enter and can spread codes across different drawings, or stockpile codes and put them all toward one drawing.
"With thousands of people pre-registered for the Mountain Dew sweepstakes, we have seen great excitement surrounding the promotion," said Frank Cooper, vice president of promotions and interactive marketing, Pepsi- Cola North America. "The Xbox 360 has the potential of not only transforming the gaming experience, but the entire entertainment experience, which is why this next-generation console is an incredible prize for our consumers."
© Gulf Marketing Review 2005
