Food Brands' Video Game Collaborations

Doritos and Mountain Dew

•  Doritos and Mountain Dew collaborated with Activision to provide exclusive content within the "Call of Duty: Modern Warfare" game.
• Gamers can avail of the exclusive content by following the Doritos' Twitter account and tweeting: " @Doritos #DoritosDewDrop."  
• Those who followed and tweeted will then be given a private code for them avail of the exclusive content. The content can be accessed by typing the code into their Playstation or Xbox games menu.
• The exclusive content is composed of a "calling card, a watch and a charm."  
• This promotion seem to work as DoritosDewDrop started trending online as users follow and tweet the brand.
• Based on a study, Doritos mostly target teenagers in their campaigns.

Oreo

•  Oreo partnered with Microsoft to provide a "limited edition Xbox One X System."
• The giveaway is part of Oreo's campaign called "The Stuff Inside."  
• The campaign offers various Oreo giveaways that fans can redeem by scanning the codes on the Oreo cookies wrappers.
• One of the giveaways is the limited Xbox edition mentioned above. The item is designed to look like an Oreo cookie.  
• According to Oreo, this partnership with Microsoft was formed to evoke playfulness and create an interesting conversation topic.

Summary of Findings:

• Our one hour of research provided an example of a collaboration between a food brand and a video game company.
• However, most of the partnership examples found did not indicate the age of their target market. Most of them indicated only that they cater mostly to teenage gamers.
• Given this, we recommend focusing the research on teenage gamers in general as the target market of food brands when partnering with gamers.
• As there was no geographic focus provided to us, we are assuming a US focus. If a more broad approach is desired, for example, a global focus, this would have to be clearly communicated to us in any reply.