![]() ![]() And in a sense, it is what he always was. He will be sitting there forever, in our minds. And there he sits, right there, beside a table of snacks. He is one of the most prominent games journalists in the world. Geoff Keighley is often described as an industry leader. This might be an image of Geoff Keighley if we're allowed to do that. I think we should all find it and study it. But I think that it is the most important image in games journalism today. It is an image of Geoff Keighley, a Canadian games journalist, sitting dead-eyed beside a garish Halo 4 poster and a table of Mountain Dew and Doritos. The research likely showed that a dollar of advertising on esports would earn them more than a dollar in sales, so they did it.There is an image doing the rounds on the internet this week. They then probably did some research to see if they could back that assertion up. Well, Activision, Frito-Lay, and PepsiCo are corporations, so there's never really any reason beyond "lol money." As for why it's those two (Frito-Lay, and PepsiCo) are supporting e-sports in particular: It's likely that someone in Frito-lay and Pepsico's marketing departments saw "people who care about e-sports" as likely buyers of their products. I don't know of any specific seminal tournament that really specifically started it though.Īnd is there a specific reason for this partnership, other than 'lol money'? The idea likely began circulating after some big MLG tournament with a ton of Doritos and Mountain Dew advertising. It's ingenious.īut is there a clearly defined point where these products became synonymous with the stereotypical 'bro gamer'? So just throw a few hundred thousand dollars at a MLG competition as a prize, get people to care about it because of the free money they can get just by playing video games and you get millions upon millions of people eagerly watching the MLG competition with your logo plastered on everything with a flat surface for just a few hundred thousand in investment. ![]() ![]() If Mountain Dew wants to get a nice new share of market, they'll look around for popular arenas they can take part in and gaming is one of them. Companies always need to expand their market and they can't do that if they don't hook people on their product when they're young. It was because Bawls sponsored a lot of competitions and went to a lot of conventions (I'm pretty sure I don't remember an issue of PC Gamer back then that didn't have a Bawls advertisement in it). Back in the 90's-early 00's, Bawls was the premiere drink you associated with MLG type tournaments at the time. I don't work for any of the companies and there is no public records of exactly why they do this. They sell you fun and excitement, and you buy it.Įdit : reminder, this is just a theory of mine. There is no other benefit for them other than money. TL DR - Target demographic fits their brand well, partnering with people like Call of Duty (Infinity ward/treyarch) who have the same demographic equates to more sales for both.īut to answer your last question. They are very exciting, draw you in, and give you the sense they are unstoppable and fun. Anyone remember those? And then recently they've been working on how superior their flavors are by : 1.) Landing in one of the more popular fast food chains for the same demographic (Late teen early twenty-mid-twenty) A dorito taco, need I say more on that? 2.) Their commercials are "cheesy" and get you amped up. They'd put the chip between two bars and crush it and it would make a loud sound. Dew is marketed to gamers for all night sessions because it's bright, caffeinated, inexpensive, fun, and reaches the target audience the best.ĭoritos - Doritos for a long time have been the "Crunchiest chip." I'm not sure if they've been beat out by now but back in the 90's and early 00's they market the shit out of this in a subliminal kind of way. So "Drink this drink and play all night!" they also have a huge sponsorship in the game like you mentioned "Double-xp" and what not. Dew cans with the name "Kickstart" appeals to the energy drink kids. Dew just jumped the market quicker than the other brands. "Have a cup of coffee and play Halo with your friends all night!" The coffee market is more aimed towards working adults. Now, folgers doesn't really care about the gaming world. Go into GameStop and what do you mostly see? Guys around their late teens and early-mid twenties. Now, the demographic they are reaching too is younger players, and mostly guys. The caffeine content is pretty close to a cup of coffee per 20 oz bottle. Mt Dew is a high sugar/high caffeinated drink. I studied marketing a little bit, and while I don't have the actual answers I'm sure the companies have cooking up, I'll try to draw a decent theory. ![]()
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