Paper Four (Final Draft)

Paper Four (Final Draft) - Micheal Salmon ENG 1113 Quinn...

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Micheal Salmon ENG 1113 Quinn Irwin Due Date: 11/21/2011 Paper Four (Final Draft) A Game for Gamers If I were to create a commercial, that sells a video game and my favorite soda, I would create the exact same commercial that Ebisoft did. The commercial connected with me in such a way, that as soon as "Modern Warfare 3" came out, I bought a carton of mountain dew, bought the game, and played all night. Why did it hook me, why did I feel like I needed to purchase this game even, though I haven't finished my other games yet? Why, did I feel thirsty for a drink I don't even like? "All purchasing decisions really lie beyond conscious thinking and emotion and reside at a primal core in human beings."(Rapoille) Let me first summarize the commercial for those of you who haven't seen it. A small squad of four guys, dressed in full marine assault gear, are walking in front of a gas station. You're in a first person view of the assumed squad leader, as the four guys -dressed in full army assault gear- strategically enter the building. Scanning the gas station for potential danger, they quickly assault the soda fridge. As the main character grabs a Mountain Dew, drinks it, and when he finishes a double XP icon pops up exactly like it would if you were playing the game. Then after the bottle draws away from his mouth, his marine squad transforms back into their normal, slightly nerdy, but unimpressive selves all holding cartons of Mountain Dew.
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Although this is a very short summary, there is so much emotion packed tightly into this. Taking a step back let us first dive into the prop of the commercial, Mountain Dew. Mountain Dew first started their campaign, selling their beverage to all genre of kids. Like sprite, they advertized how refreshing it was. Negative media contaminated that Mountain Dew was horrible for your body, that the sugar would give you cavities, and the fact that it was a soda did not refresh you but make you more thirsty. Recognizing this, PepsiCo changed there demographic. In 2007, PepsiCo joined with Halo, and decided to attack the gaming demographic. Changed their slogan to game fuel, and put Master Chief, the main character in Halo on the front of all there packaging. Mountain Dew sells then nearly tripled, giving the gamers recognition for being a gamer, and promoting what they're doing by giving them their own drink. (Mountain Dew Statistics) Gaming is the fastest growing industry in the world, tournaments now are being held constantly worldwide, and the winning pots are sometimes larger than that of professional sports. Finding that culture to cater to was the hard part, but as soon as they took a gamble, and slapped Halo on their covers, their brand exploded. To retain their demographic as a consumer, they allowed a game bonus to be placed each of their products. Now, not only to gamers have a staple drink, they get rewarded for buying a drink there were going to buy anyway. They subliminally
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This note was uploaded on 01/30/2012 for the course ENG 1113 taught by Professor Irwin during the Fall '11 term at University of Central Oklahoma.

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Paper Four (Final Draft) - Micheal Salmon ENG 1113 Quinn...

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