There are days when I forget just how far Bungie has come since the launch of the original Halo, and then there are days like today. Bungie and Activision announced Destiny 2’s 2017 brand partnerships with Rockstar Energy Drinks and Pop-Tarts. Because having a massively anticipated launch is just not enough, no, you need brand partnerships. Which is to say, soulless ad campaigns.
Destiny 2‘a partner brands will feature their own custom-tailored offers to celebrate the 6th September launch of Destiny 2 on PlayStation 4, and Xbox One. Despite this being the sequel to massive new gaming franchise, Activision and Bungie just could not let the occasion go without a massive commercial flair.
Destiny 2’s collaboration with Rockstar Energy Drink includes limited edition ‘Destiny 2 themed’ cans in different flavours available in the U.S. and Canada, U.K. and Germany. The U.K. flavours include: Original, Punched Guava, and XDurance. The U.S. flavours are Original, Punched, and Zero Carb. Canada flavours include: Original, Punched and Burner. The Germany program features flavours: Original and Sugar Free. Destiny 2 themed cans will begin entering stores for purchase in August because that is what we need right now, obviously. The ad campaign will also offer consumers in-game gear with the purchase of a Destiny 2 Rockstar can and the chance to also win daily, weekly and grand prizes including Destiny 2-themed motorcycles. Yes, you read that right.
The U.S. partnership with Pop-Tarts will fuel players’ Destiny 2 gaming marathons by offering an XP Boost with purchase of specially-marked packages of Pop-Tarts. In addition to this limited time offer, Pop-Tarts will feature custom-designed, collectable packs highlighting each Guardian Subclass. These special boxes of Pop Tarts will hit grocery store shelves in September.
“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, Sr. 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.”
Which boils down to this: Activision and Bungie want you to play Destiny 2 in a miasma of Rockstar cans, Pop Tart boxes, and despair.
But at least we’ll have some more nerd food for Lauren Sissleman to write about?
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