The visceral connection between gamers, snacks, and sodas is so strong that it has not escaped the notice of major brands. For over a decade, the Mountain Dew ® and the Doritos ® brands have been giving gamers exclusive in-game rewards, solidifying that connection between gaming and snacks. Continuing that legacy, the Dew and Doritos brands are launching ‘PWRUP,’ a unique, always-on gaming program via www.dewanddoritos.com in partnership with PlayStation ®, offering access to games and the ability to redeem value and in-game rewards all year long.

This time, the promotion isn’t limited to the fall time period: For the first time ever, Mountain Dew ® Game Fuel Citrus Cherry will be available through online retailers all year long. This also marks the first time the Dew and Doritos brands will offer gamers code redemption throughout the year. By purchasing Mountain Dew Game Fuel or select Doritos products on Amazon, fans will receive a unique code to redeem in-game content through the PlayStation ® Store. Each quarter, the featured game and content will change.

Alexis Stoll

Alexis Stoll, brand manager for Mountain Dew, spoke with [a]listdaily about the promotion and how it will unfold.

You’ve had a successful history with Mountain Dew/Doritos and videogaming promotions in the past. What’s changed in this year’s promotion, and why did you make the changes?

For over a decade, Mountain Dew ® and the Doritos ® brand have partnered with iconic titles and gaming systems to give gamers exclusive in-game rewards and value that enhance the in-game user experience. To continue that legacy in 2015, the DEW and Doritos brands are launching PWRUP, a unique, always-on gaming program via www.dewanddoritos.com in partnership with PlayStation ®, offering access to games and the ability to redeem value and in-game rewards all year long.

This marks the first time the DEW and Doritos brands will offer gamers code redemption throughout the year. By purchasing Mountain Dew Game Fuel or select Doritos products on Amazon, fans will receive a unique code to redeem in-game content through the PlayStation ® Store. Each quarter, the featured game and content will change.

Why have you chosen a special flavor of Mountain Dew for this promotion, and why this particular flavor?

In years past, fan favorite Mtn Dew® Game Fuel Citrus Cherry had only been available as a limited-time offering in tandem with the brand’s fall gaming promotions. But now, in conjunction with the launch of the PWRUP program and for the first time ever, the tried and true gamer favorite will be available through online retailers all year long.

Will you still be doing some in-store promotions tying into videogames as well as this online promotion If so, what are they?

At this time, the program is only online and works the following way:

  • Fans can buy Mtn Dew Game Fuel Citrus Cherry 15-packs of 16 ounce bottles or 4-packs of Doritos 10.5 ounce Nacho Cheese, Cool Ranch, Spicy Sweet Chili or Spicy Nacho flavors online during the offer period on Amazon.
  • Fans will then receive a code for the PlayStation ®4 computer entertainment system, redeemable via the PlayStation ®Store.
  • They will then be able to enter codes online at the PlayStation ®Store.

Mountain Dew and Doritos have been associated with gamers for over a decade. Do you think this association is helping those products do better among an older demographic, as those gamers get older?

DEW and Doritos are uniquely positioned to tap into mutual consumer insights in order to deliver impactful, authentic experiences for fans. There is a high overlapping purchase incidence of Mountain Dew and Doritos products, and the two brands are primarily consumed by males ages 18-34. These insights, along with the fact that the products are consumed during complimentary times of the day, make the gamer a top fit for the brand’s joint marketing programs.

Are there particular types of games you like to partner with for this promotion Warframe is a first-person shooter . . . will other games in the promotion also be first-person shooters, or will you look to bring in other types of games? Can you let us in on which games we might see in the rest of the year?

At this time, Warframe is the only announced game as part of the PWRUP program. But, fans should stay tuned to PWRUP via www.dewanddoritos.com for upcoming quarterly promotions with new gaming value/in-game rewards for different titles.