Coca-Cola Reaches Teens With Branded Video Game
Mr. Pibb: The 3D Interactive Game targets boys ages 12-15 and is available for 99 cents to $1.99 with the purchase of a combination meal at participating McDonald's, Burger King, Wendy's and other restaurants featuring Mr. Pibb in Dallas, Houston, Oklahoma City, San Antonio, Denver, Sacramento and Austin, TX. Mr. Pibb is a direct competitor with the Dr. Pepper soft drink.
The game was created by software manufacturer Brand Games, New York, which has created age-specific branded games for Reebok, Chef Boyardee and other packaged goods companies. Its back-to-school theme involves the rescue of students and teachers by a hero fueled by Mr. Pibb.
Jim Wexler, vice president of marketing at Brand Games, said Coca-Cola chose the floppy-disk medium to maximize access to children across the country. PCs are present in 22.5 million households and 91.7 percent of children use them to play games. Gaming occupies 7.2 hours a week, more than any other activity, according to surveys by Parenting Magazine and Family PC Magazine.
"Coke recognizes video games are part of relevant culture for kids," Wexler said. "Once kids make the purchase, they will spend hours and hours with Mr. Pibb."
The promotional campaign, developed by Marketing Corp. of America, Westport, CT, is being supported by radio spots and a traveling sampling tour.