Activision and Pepsi are teaming up for a Call of Duty: Modern Warfare 3 promotion that gives gamers time to earn double experience points when they buy participating products. The “Rank Up Your Game” web site shows Mountain Dew and Doritos as foods that will earn double XP. In a recent article, Forbes called the promotion “nothing short of unholy.” Here’s an excerpt:
The promotion is called “Rank Up XP,” and the long and short of it is that by buying certain Pepsi products, namely Mountain Dew and Doritos, players can redeem codes in the packaging for Double XP time in Modern Warfare 3. A 20 oz gets you 15 minutes, a 12 pack gets you 45, and so on.
Why is this a problem? Because XP is currency in these games, and whoever has more of it first is at a distinct advantage. More XP, especially when the game is new, means more weapons, more perks, more attachments, more killstreaks, and subsequently, usually more wins. Offering Double XP to someone who purchases Pepsi products is selling out about as much as you can, and for a franchise that’s already been accused of pushing the limits with “Elite” monthly membership and overpriced map packs, it goes to show that Activision will exploit its fans in any way they can.
Perhaps I’ve been desensitized by years of marketing, but I don’t see what’s so bad about the promo. I’ve certainly seen worse and it’s not like I expect Activision to offer a deal that rewards gamers for buying organic direct-trade fruit. It’s a marketing deal that combines a popular game with popular junk food. It’s not benefiting mankind, but I wouldn’t go as far as to call it “unholy”.
Actually, let’s take it to another level. Calling it unholy is f*cking stupid. There are people without homes and food. There are people that are being denied their civil rights. There are people without jobs and health insurance. I don’t know Paul Tassi, the author of the Forbes article, but I’m inclined to think that he’s a moron if he truly believes a “Call of Duty + Mountain Dew = double XP” promotion is unholy compared to all the other things going on in the world. If earning double XP in a questionable way is unholy, then how do you describe what’s going on in Myanmar and North Korea?!?
What do you think? Is Activision teaming up with Doritos for double XP unholy? Or is it just another marketing deal?