Leaderboard: Is Destiny 2’s marketing brilliant or just plain nuts?

So this morning I’m dishing out cheese crackers for my kid, who was up all night barfing. (If my posts have typos today, it’s because I’m running on just caffeine and gumption.) Anyway, I realize that the Cheez-It box is one whole advertisement that uncomfortably edged into my work-and-fun wheelhouse. It’s Cayde-06 (Nathan Fillion) from Destiny 2, promising me MEGA XP FREE WITH EVERY BOX. All I have to do is text my receipt for my crackers to Bungie’s agents and then I get a code for MEGA EXPIES. I can do this for Pringles, Rice Krispies Treats, Pop-Tarts, and some sort of fruit candy thing that is not actually food. Nathan Fillion wants me to do it, so I probably should, yeah?

That’s not even the only way Destiny 2 is trying to seep into our lives, as apparently Bungie is hyping its new Amazon Alexa tie-in, which I actually thought was a joke when I first read it. It is not.

“The Destiny 2 Ghost Skill serves as a premier companion for Destiny 2 players, creating brand-new ways to interact with the game, players can say, ‘Alexa, ask Ghost to…’ with a variety of utterances — from ‘…tell me which friends are online,’ to asking ‘…what should I do next?’ giving recommendations for what to play next based on players’ real-time current progress, to ‘…call for back up,’ which offers an easy way to interact with friends in their clan to enhance the social experience of Destiny 2, to ‘… equip my Raid loadout,’ equipping players’ favourite weapons and armour for a number of different gameplay activities.”

What should you do next? Obviously, eat some freakin’ Destiny 2-branded Cheez-Its, duh.

And don’t forget the Pop-Tart and candles promos from earlier this year, which you know are going to make a comeback for some snark awards next month.

This is all pretty petty, admittedly, but I am somehow super creeped out when my worlds collide and I see gaming working its way into everyday life. People who like cheese crackers but have never heard of Bungie now know Destiny 2 exists. Alexa is listening to your noob questions about video games. Guys, we don’t even have to hide our hobby anymore. This is huge. And Bungie didn’t even start this; Justin put together an entire list of these weird transmedia synergy things from the past few years.

Is Destiny 2’s marketing brilliant or just plain nuts?

Is Destiny 2's marketing brilliant or just plain nuts? (Choose all that apply.)

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62 Comments on "Leaderboard: Is Destiny 2’s marketing brilliant or just plain nuts?"

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Estranged
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Estranged

Good grief. This has been going on for decades.

MagmaFist
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MagmaFist

Tried it yesterday using a can of Pringles because it is something I would buy anyways and all I got was Kellogg’s: An error occurred while uploading, please try again later.
Tried multiple times and even tried a more compressed picture. It still failed. This promotion supposedly started Nov 2nd so you would think they have the kinks worked out. What a crappy promotion!

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mike foster

Listen, this stuff is great. I bought some pizza rolls the other day (I’M ON VACATION AND I’LL EAT WHAT I WANT) and it came with a free car for Forza 7.

GIVE ME MORE MARKETING I WANT TOTINOS-BRANDED EVERYTHING

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Knox Harrington

Considering they’re using garbage junk food that I’ll never eat even if I was starving, I would say their marketing is ineffective to me. Now, if they start giving out “MEGA XP” for every cucumber or something, then we might have a deal. But the processed sugary carbohydrate garbage that only increases your chances of getting diabetes? No thanks.

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peor togs

If it tells me anything, its that they need to up the age and game rating.

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rafael12104

“Alexa, update on Bungie’s latest lie. Oh, and update on Battlefront 2’s latest debacle too.”

comment image

plannick
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plannick

[tinfoil hat]
so they want your phone details, the location of your local supermarket/shop and your card details (if you don’t do cash) as well as your battle.net login
is that all?
[/tinfoilhat]

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Denice J. Cook

Hahahaha. Embarassing FTW! Er, FTL? Lol. I don’t even know anymore!

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Zora

And to tell we were worrying about lockboxes.

Now they are poisoning cereals with their propaganda.

Cereals, the stuff for the children…

bodilyfluids-1.jpg
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Melissa McDonald

They are attacking the purity of our precious bodily fluids!

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Grave Knight

To be fair they’re not the first and they won’t be the last.

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Sally Bowls

BTW, there are places still protecting their PoE by fighting that Russian plot.

Fluoridated water for Truckee Meadows not solution

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Sally Bowls

+1 /salute

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Robert Mann

Well, being on cheese its boxes is appropriate, because the words I would use include ‘cheesy.’ I’m not snacking to get stuff for a game, nor do I really care to have my game rewarding snacking (in my mind effectively punishing people who choose not to over-indulge in snacks.) The Alexa thing is… whatever. People enjoy that stuff, they aren’t trying to control it via commercials (remember BK and that bit of stupidity) and their enjoyment there has no effect on me (neither does the snack thing with D2, given I don’t play… but the potential to impact other games upsets me.)

Pingly
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Pingly

Can you imagine what it costs to do that? How much are they paying for that?

So when they say it’s a $50M budget do they mean $30M development and $20M advertising?

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Sally Bowls

It would not surprise me if is it more 25/25 or perhaps 30 advertising. TESO spent $5M just for the airtime for their one 30 second commercial; promotion is expensive.

“When I use a word,’ Humpty Dumpty said in rather a scornful tone, ‘it means just what I choose it to mean — neither more nor less.”

So when a spokesperson is responding to “was it a failure” question, they will say they only spent X, where X is just the direct development cost. But when a spokesperson is bragging about “OMG we invested Y on this amazing megabrand”, they will include everything in the number.

BTW, The first Destiny number we heard was $500M, not $50M.
https://www.polygon.com/2014/6/13/5807752/destiny-500-million-budget-activision-bungie

K38FishTacos
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K38FishTacos

We’re just getting older and it’s starting to get on our crotchety old nerves.

I remember stuff like this in the 70s when I was a kid and I thought it was pretty cool at the time. In those days it was these cut-out baseball cards on a box of Twinkies. Of course, it’s accelerating along with hyper-consumerism (or should I say MEGA-) and everything else, but that’s to be expected. It will continue until societal collapse, so you’d better get used it because there won’t be any reform or change to stop it.

Estranged
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Estranged

Yeah, this isn’t news.

ihatevnecks
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ihatevnecks

You had me at cheez-its. White cheddar only, though.

Andrew Ross
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Andrew Ross

Not picky about my Cheez-its here. Just put a box in front of me and walk away. Nature will take its course.

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Armsbend

Wrong. Toasted Cheez-Its best Cheez-Its.

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Grave Knight

You misspelled jalapeno and cheddar jack.

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Pandalulz

No no, Hot & Spicy is best.

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Bryan Correll

You are absolutely correct. Mmmmmmmm…….tabasco.

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Kickstarter Donor
Pandalulz

Normally, I don’t even like spicy stuff, but it’s exactly the perfect amount to give it flavor without being overpowering.

what-4
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what-4

I like that white cheddar/parm duo box.

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Sray

I think they’re doing great. Unless they’re losing: in that case… DO BETTER!

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Patreon Donor
Schlag Sweetleaf

.

TRADER CAY DEEZ NUTS.gif
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Doctor Sweers

I voted brilliant but could have just as easily gone with nuts. We are talking about the game due to an ad on a box of salty wonderfulness so I’d say they are doing something right…

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Jake Boller

Giving bonuses to people who buy junk food is not something I’m willing to accept in an MMO. It is absolutely a deal-breaker.

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Zora

I think they do anyway if your average Twitch streamer is a reference :P

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Robert Mann

Meh, streamers at least involve something with gameplay, at some level. A little less terrible. Although I dislike when studios give stuff to streamers to give away without a big event going on in game (ideally with public participation and in game equal odds of winning) and/or things given to players as well.

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Sray

The answer to all of your questions is yes.

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Zora

I voted embarrassing because my hobby is now associated in the mind of have-nots with unhealthy, non-vegan, non fair-trade, non animal-cruelty-free junk food…and I am stopping there because I am out of trendy words.

Adding more later…maybe

#needcaffeine

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Armsbend

Compared to the depths of depravity the hobby has reached just this past two weeks this article is downright cheery by comparison.

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Zora

this article is downright cheery by comparison.

You certainly meant CHEERIOS there, didn’t you citizen?

#shamelesscommercialplug

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Armsbend

Rotavirus – otherwise known as the winter vomiting bug. Worst thing in the world. My kids have had it already this year. THE. WORST. Blessings, dear Bree.

As to the topic movies have been doing this for decades – why not games I guess. I voted ‘lucrative’.

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Danny Smith

Considering that xp past lvl20 only goes to a cash shop free taste to make you visit the cash shop thats pretty greasy.

miol
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miol

BTW, don’t forget to disable GPS-tagging before making the photo of your receipt and texting it to them, if somebody really can’t fight that urge! ;P

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starbuck1771

Personally it is completely stupid as you can be max level and have completed the story in less then a day. Sadly Pete Parsons is letting the company go to hell. https://twitter.com/pparsons He doesn’t communicate neither does the devs under his controll. They don’t even really let players communicate without using third party sites and that’s bad for business hence the reason I have a BBB complaint pending.

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Koshelkin

The question here is which budget is bigger: Destiny 2’s marketing budget OR the development budget?

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Sally Bowls

I see no reason why Destiny 2 would be that different than other video games, so guessing they are about the same seems like the conventional answer.

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rafael12104

I think we have our answer, right? Lol! How much did Destiny 2 have to pay Amazon for that little ditty, wonder?

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silverlock

I remember as a kid sending UPC codes from breakfast cereal and money for shipping for a wile e coyote action figure. So this seems along the same line kind of.

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Kickstarter Donor
mysecretid

Yeah, this is not new at all — and XP only goes so far in D2. Once you hit level 20 (which isn’t at all hard to do if you’re playing the game because you’re enjoying yourself) your actual need for XP is effectively done — at least until the upcoming expansion drops.

So, yeah, it’s useful for people new to the game, or who want to get into the game and get a step up on the road to level 20, but it’s hardly any kind of unfair advantage, and it’s no kind of “pay to win” that I can see. You get to endgame X amount faster, but not in any way better.

So, yeah, it’s just an old promotional idea, come `round yet again,

Cheers,

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Darthbawl

1980’s called… :P

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Schmidt.Capela

.

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deekay_plus
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deekay_plus

they did this with a cross promotion with 7/11 and slushies back in the halo 1 days. doesn’t surprise me at all.

especially with how western gamers fawn over such cross promotions in japan and korea and china when those happen. star craft coke? sure why not?

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Darthbawl

No different than the Totino’s Pizza Whatevers tie-in with Shadow of War. Keep the brainwashing going!

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mysecretid

I have to wonder, though — are we really that brainwashed as a whole? I mean, we’ve been hard-marketed to now for, what sixty years now?

Most people, like yourself, seem pretty hip to what’s being attempted. The generation below me seems even more savvy to advertisers attempting to hack their brain-space.

Sure, dumb people will fall for anything, and everybody gets pulled in every once in a while, but generally, I have to wonder if resistance to advertiser brainwash as a whole might be higher now than ever before? The days of “they wouldn’t print it if it wasn’t true” seem to be gone for the majority of thinking people.

My opinions, anyway,

Cheers,

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Pandalulz

That’s where this one gets weird. Normally this type of advertising is pushed at kids, in the same way all of the cereal box junk toys are. I know my kid eats way more Cheez-Its than I do. And when they do, they go, “Daddy, I want that,” even if they have barely any clue what it is. So when you see something not for elementary school kids on these boxes, that just seems double the strange. Who are they trying to market to? Are they actually trying to get elementary kids to annoy their parents to buy them Destiny, or do they actually think it works on adults?

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mysecretid

Who are they marketing this toward?

You raise a very good question, Pandalulz, and I’m not sure I have a good answer for you, to be honest.

The only insight I can offer is that the choice of advertising venues and advertsing content might have more to do with Bungie execs than with what their advertising agency thought was the best path.

I say this because my first college girlfriend worked briefly in big advertising (and hated it, for the reasons I’m sure you already suspect) and she said to me that one of the most demoralizing things about the work was that you would work crazy hours, with a crazy intensity, trying to put together the best possible ad campaign for the client — and the client would just say “No. I want this other thing”.

So, you basically had to go with ideas and strategies that you knew wouldn’t work as well, simply because the client(s) were “married” to an idea that they came in the door with, and they were paying the fees.

It’s possible that whoever Bungie sent to talk to the ad agency simply had their own agenda in terms of what they personally wanted to see in terms of ads and sponsored products. Who knows?

Cheers.

hurbster
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hurbster

Because it’s Bungie I’m just going to assume it’s a tissue of lies.

wpDiscuz