Call Of Duty: Modern Warfare Gets Full-Blitz Mtn. Dew, Doritos Marketing Support

NYSJ Sports-Entertainment Business News Service

September,10, 2019: PepsiCo brands Mountain Dew, Mountain Dew Amp Game Fuel and Doritos will take lead positions to support the release of Call Of Duty: Modern Warfare.

Call of Duty: Modern Warfare from Activision is scheduled for global release Oct. 25.

Beginning this week, the brands will work with Activision for a multi-platform campaign including TV, digital, social media, POP and on-package rewards.

Packaging will display Call of Duty: Modern Warfare-inspired graphics.

Mountain Dew Amp Game Fuel is using the release of Call of Duty: Modern Warfare to introduce a limited-time edition flavor — Charged Orange Storm.

"This dynamic collaboration is a best-in-class example of the power of PepsiCo's food and beverage portfolio coming to life for consumers on one of the world's largest stages," Leslie Vesper, senior director-marketing  for Doritos, said via the brand.

"Doritos and Dew are known for providing players with unique ways to access exclusive gaming experiences, and now we're taking this to a new level by working closely with Activision for Modern Warfare."

The activation officially launches on Sept. 14 with a live-streamed, competitive event — the Mountain Dew Amp Game Fuel Celebrity Pro-Am.

This special pre-release exhibition pairs gaming professionals with celebrities to highlight the new 2v2 game mode in Call of Duty: Modern Warfare.

The event, in the Thunder Esports Center, Long Beach, Calif., will pair such gamers as Shroud, H3CZ and Aydan with NBA athletes scheduled to include D'Angelo Russell (Golden State Warriors) and Karl-Anthony Towns (Minnesota Timberwolves) and other celebs including actress Ajiona Alexus (subject to change and availability).

The Mountain Dew Amp Game Fuel Celebrity Pro-Am.will be live-streamed across Twitch, Facebook and Twitter (12 PM PT).

The winning team will receive a prize of $25,000 to donate toward their choice of a participating charity; the secondary charity will also receive a $10,000 donation.

The charities are The Call of Duty Endowment (placing U.S. and UK military veterans into high quality civilian careers) and The AbleGamers Charity (dedicated to improving the quality of life for people with disabilities)

From Oct. 6-Dec. 31, people will be able to unlock 2XP with codes found on participating Doritos packs; and Mountain Dew, Diet Mountain Dew and Mountain Dew Amp Game Fuel cans.

In addition, with the first purchase of select Mountain Dew Amp Game Fuel coded products, people will receive their own #VictoryInACan with access to an exclusive operator skin (timed exclusive until Dec. 31, 2019).

According to Erin Chin, senior director-marketing for  Mountain Dew and Mountain Dew Amp Game Fuel, ”We're thrilled to join forces with Activision just ahead of the hugely anticipated Call of Duty: Modern Warfare release.

“We put a stake in the ground when we launched Game Fuel last year, and we're excited to continue delivering one-of-a-kind experiences.”

The first version of Call of Duty was released in 2003.

Since then, the Call of Duty franchise has sold nearly 340 billion copies worldwide, led by Call of Duty:Modern Warfare 3 in 2011 (more than 30.7 million copies), Call of Duty: Black Ops in 2010 (30.4 million) and Call of Duty: Black Ops II in 2012 (29.6 million).

The figures includes sales of Xbox 360, PS3, PS4, Wii U, Wii, and PC versions, according to research and consulting firm Statista.

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