Less than a day after Championship Gaming called it quits, Dr Pepper is helping to prove that the world of professional video gaming has not died with it. The soft drink brand has struck a deal with Major League Gaming to feature Tom Taylor (aka Tsquared), a high profile Halo player, on it's labels from January to April 2009. Dr Pepper says the marketing deal is an attempt to court men in their teens and early 20s to their brand.
It may seem a strange promotion for a national brand like Dr Pepper. But video games are hugely popular with young men, who are playing them instead of watching television and reading magazines. Marketers are trying to advertise their products to this group by sponsoring tournaments or placing advertisements within the games themselves. (The Obama presidential campaign, for example, put ads on virtual billboards in the game Burnout Paradise.)
Mr. Taylor may not have the name recognition of, say, Derek Jeter, but he resembles him in other ways: he has a contract with the sports association Major League Gaming, puts in up to 15 hours a day practicing his Halo 3 skills, has an endorsement deal with Dr Pepper and has a high profile among gamers.
Its not like Im Tom Cruise or Usher walking down the street or anything like that, but its gotten to the point where you have to look your best when you go out, Mr. Taylor said. I carry a Sharpie around, like Peyton Manning,
For more information, please check "http://www.nytimes.com/2008/11/19/business/media/19adco.html?_r=1" target="_blank">The New York Times.
