Monster Energy Call of Duty Ghosts can
Monday November 11, 2013 at 12:47pm
Monster Energy, distributed by Coca-Cola Enterprises Ltd in the UK, is again joining forces with Activision to support the latest release in the Call of Duty franchise, Call of Duty: Ghosts, with an on-pack promotion giving away exclusive ‘money can’t buy prizes’ with every can of Monster Energy. Each can will unlock one of five prizes, which are exclusive to Monster Energy consumers. Cans of Monster Energy Original and Monster Absolutely Zero will feature Call of Duty artwork, as well as a unique code under the ring pull that consumers redeem online on a Monster microsite. Consumers can play for five different instant win options, including a range of in-game rewards. Consumers will also be able to redeem ring pulls from promotional packs of Monster Ripper, Khaos and Rehab Lemonade and Original 4 packs. The cans will be available until December 31 2013, with codes redeemable until March 31 2014. The promotion will be supported on Facebook, via POS materials, on-pack and through a massive sampling campaign at retail outlets with ties to the Call of Duty franchise. Caroline Cater, operational marketing director at Coca-Cola Enterprises Ltd, says: “The brand originally linked with Call of Duty in 2010 and saw a significant uplift in volume sales during the activity. The brand is also running a series of retailer-exclusive promotions with retailers (such as Shell), distributors and cash-and-carry outlets offering a range of different prizes, including trips to the development studio in LA, copies of the game and consoles to play it on. Monster runs a range of marketing activities targeting its core young male audience. These include links with computer games (as with Call of Duty) and sports such as BMX, MotoGP and car racing, and Monster claims to have built up a fanbase of 24 million people on Facebook alone. Earlier this year, the brand kicked off an on-pack loyalty promotion offering consumers the chance to win exclusive Monster Energy team gear, usually reserved for its pro riders and athletes. The Monster Gear loyalty promotion rewarded consumers with aspirational Monster-branded clothing which had previously available to the brand’s team of elite athletes, which includes automotive legend Ken Block, MotoGP’s Valentino Rossi, and BMX Park Rider Harry Main.