Mountain Dew and Doritos are teaming up to help Microsoft market the Xbox One X console this fall ahead of the November 7 launch.
The two brands have launched a promotion that offers gamers the ability to collect codes on specially marked Doritos snacks and Mountain Dew flavors, including two new limited edition flavors of Game Fuel—Arctic Burst and Tropical Smash. The “Every 60 Seconds” promotion features an online auction program that will give gamers the opportunity to win one of thousands of Xbox One X consoles.
The contest kicks off September 25, allowing customers to bank codes. Starting October 23, each code enters the player into a sweepstake to win an Xbox One X. Then between November 6 and December 15, those points can be used in daily online auctions to win the new console, games and other Xbox prizes.
Chauncey Hamlett, senior director of marketing at Mountain Dew, told AListDaily that the brand saw a lot of success last time it collaborated on an online auction. That promotion gave fans a chance to win an Xbox One in 2013.
“We got over eight million bids from consumers across the country during the ‘Every 2 Minutes’ program,” Hamlett recalled. “It was a campaign that stood out to us because our fans loved it—and we’re looking forward to bringing it back to give them access to one of the most anticipated gaming consoles of the decade. It was an easy decision for us.”
Millions of Mountain Dew products, including Game Fuel, and specially marked bags of Doritos, will include codes at retail.
“Today’s gamers are looking for exciting moments and access to the hottest releases, which is exactly what we’re providing them with through our ‘Every 60 Seconds’ program,” Hamlett said. “It’s fast-paced and provides a ton of opportunity for fans to get their hands on the new Xbox One X. We’ll also have the addition of some exciting offline ways to win an Xbox One X that taps into our fans’ competitive spirits.”
Hamlett said there will be a 360 campaign that connects with gamers across a variety of touchpoints, including in-store, social and digital media and experiential activation. In addition to the “Every 60 Seconds” program, the brand will be announcing other ways for consumers to get their hands on the new Xbox One X in the coming weeks.
Mountain Dew officially teased the campaign this past weekend at the NASCAR race in Richmond, where driver Chase Elliott drove his No. 24 Chevrolet SS with a custom “Every 60 Seconds” paint scheme.
“It’s always exciting when we see natural overlap between the platforms we support—NASCAR and gaming,” Hamlett explained. “In this case, we knew Chase had a history with gaming and saw a natural opportunity for him to be part of the program.”
Hamlett said the Dew and Doritos brands have always looked to make strong connections and drive awareness behind each of their programs with the core gaming community and mainstream consumers.
“Microsoft has been able to generate incredible demand for their Xbox console over the years from a similar type of audience, and we’re excited to be offering consumers a chance to get their hands on the new Xbox One X,” Hamlett added.
Since 2009, Mountain Dew has been active in the marketing of key games, which are typically featured on new Game Fuel flavors. Past games include Titanfall 2, Call of Duty: Black Ops III, and Halo 4. The 20oz bottles and 12-packs of 12oz cans of Mountain Dew Game Fuel for this year will feature imagery from Warner Bros. Interactive Entertainment’s upcoming game Middle-earth: Shadow of War and Turn Ten Studios’ Forza Motorsport 7.
“As in years past, we want to make sure that the titles featured on Game Fuel flavors resonate with our gamers, and these are certainly two of the most highly anticipated games,” Hamlett said. “Mountain Dew Game Fuel and Doritos are the products gamers turn to most during the heat of competition and will continue to do so during the ‘Every 60 Seconds’ program. As we look to the future, we have some really exciting innovations planned for the Game Fuel line that will be a game changer for our fans.”
Earlier this year, Mountain Dew announced the sponsorship of three global esports powerhouses—Dignitas, Splyce and SK—and launched the second season of the Mountain Dew League, giving amateur esports competitors a chance to become pros.
“For more than a decade, our gaming fans have known that they can always expect the latest and greatest from Dew and Doritos, and we’ve been able to build a strong relationship with them throughout the years,” Hamlett said. “We were successful with the ‘Every 2 Minutes’ program in 2013, and look forward to even better success through the ‘Every 60 Seconds’ campaign in 2017.”