When Cross Promotion Goes Too Far

(click to enlarge)

I’ve got to say, I’m pretty honored to have a photoshop this awesome dedicated to something I wrote. In one of my other jobs, I wrote a piece detailing Activision’s new plan that partners with Pepsi and lets players rack up “double XP time” by redeeming codes in Mountain Dew and Doritos. I deemed it unfair, especially early in the game as you won’t know who has been racking up kills and playing time, and who just bought a bunch of Doritos. It’s also pretty horrendous for health reasons as well, as you’re bribing people with XP in a sedentary video game by telling them to purchase unhealthy food.

Anyway, some intrepid photoshopper on Reddit decided what the next level of cross promotion between Activision and Pepsi might be, and this is the result. You may laugh, but at this point, I wouldn’t rule anything out for either company.

Is this Double XP campaign not that big of a deal, or do you agree with me that this is a slippery slope to a bad place?


  • Korky

    I wouldn’t mind walking past a billboard with a Pepsi ad in game if it fit the setting and made the game cheaper.

    The trick is not to make it a Clockwork Orangesque advert watch-a-thon. After all, commercials of all kinds exist all around us in meatspace anyhow.

  • Codie

    I agree; a billboard or maybe a couple posters wouldn’t be bad, sometimes it’s cool finding out all the extra things put into games. On the other hand.. if advertising went a little crazy (like above), I’d probably be more tempted to just save my money.