Food Brands' Video Game Collaborations

Goals

Obtain case studies of food brands that have formed collaborations or partnerships with video game companies. Determine how the food brands collaborated with the video game companies. Obtain information also on what worked and what didn’t with 10-16 year olds. The information will be used to formulate a collaboration strategy with a video game company.

Early Findings

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.

Proposed next steps:

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