MOTHER Energy Drink and Call of Duty® announce a new partnership
PRESS RELEASE 21 August 2013 – Sydney, Australia: Fuelling the world’s passion for gaming, MOTHER Energy Drink and Call of Duty®, have partnered up to give Aussies a chance to win a top secret rescue op mission.
The partnership comes ahead of the highly-anticipated Call of Duty®: Ghosts launch on November 5th. Featuring an all-new world, new story, new characters and new experiences, Call of Duty: Ghosts is a stunning leap forward for the mega-hit franchise.
MOTHER and Call of Duty® fans will have a chance to take on a series of top secret challenges in line with what they’ve come to know and love from the blockbuster game, styled with a light hearted, over-the-top MOTHER twist3.
To spearhead the top secret Rescue Op, iconic 80’s action hero Dolph Lundgren has been enlisted by MOTHER to put the call out to recruit the winning punter and three of their mates. The team from MOTHER will then transport the winners to a secret Aussie rescue op location in November1.
Multiple marketing touch points will support the on-pack promotion including two 15 second TV and cinema features, out-of-home (OOH), digital, media partnerships including IGN, Machinima and Fox Sports as well interactive POS displays where fans can get a photo with Dolph Lundgren.
There will also be limited edition MOTHER packaging featuring Call of Duty®: Ghosts, and a call to action for consumers to enter the promotion.
To enter the secret MOTHER Call of Duty®: Ghosts Rescue Op promotion, consumers need to:
- Purchase specially marked 500mL cans of MOTHER, MOTHER Sugar Free or 4 x 500mL MOTHER multipacks
- Scan the QR Code on the pack or head to the MOTHER Energy Drink website
- Register and answer the question in 50 words or less
“Everyone loves the iconic Call of Duty® gaming franchise and MOTHER is excited to partner with COD for their latest release, Call of Duty® Ghosts,” said MOTHER Marketing Manager, Steven Ruhl.
“The partnership brings together two of the greatest passions for Aussie blokes, gaming and the MOTHER of an energy hit they need to power through the day and night.”
MOTHER was re-launched in 2008, with a new formulation and new brand positioning. It was the first energy drink brand in Australia to be launched in the larger 500mL can size. Since then, the brand has built on innovation by expansion of flavours and being the first brand to launch a 500mL PET bottle. Last year MOTHER successfully launched Sugar Free, Frosty Berry and Big Chill into the Australian Market.
1 Prize involves outdoor physical experience, which requires a reasonable level of fitness to participate
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