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Activision tags in Pop-Tarts and Rockstar Energy Drinks to provide in-game buffs for Destiny 2


By John McCarthy, Opinion editor

August 8, 2017 | 2 min read

Activision is running a unique promotional offer with Pop-Tarts and Rockstar Energy Drink to provide Destiny 2 players in-game bonuses via a package partnership.


Rockstar and Pop-Tarts packaging

Triple A video game publishers are always looking at new ways to monetise their titles, and to this end, Activision is launching two global brand partnerships that will drive sales and mutually benefit consumers with in-game items (or loot).

Rockstar will release Destiny 2 themed cans in the US and Canada, UK and Germany, and the special packaging will feature promotional codes to redeem the goods. Similarly, Pop-Tarts is offering consumers in-game XP Boosts that will see players develop their skills faster.

The commercial partnership is enabling brands to empower gamers in a mutually beneficial drive. Activision no doubt knows many of its players are already drinking Rockstar and eating Pop-Tarts so the tie up makes good sense.

“In collaboration with Rockstar Energy Drink and Pop-Tarts, we chose strategic, renowned lifestyle partners in major markets to bring the Destiny 2 universe to life,” said Byron Beede, senior vice president of product management.

“We’re bringing these partners together to complement the overwhelming excitement of Destiny 2’s launch with benefits that reward players both inside and outside of the universe.”

The game launches 6 September 2017 on Xbox One and PS4, following on PC 24 October.

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