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.)

  • Brilliant. (6%, 27 Votes)
  • Nuts. (9%, 37 Votes)
  • Embarrassing. (24%, 101 Votes)
  • Average. (4%, 16 Votes)
  • Excessive. (14%, 61 Votes)
  • Wasteful. (9%, 40 Votes)
  • Effective. (3%, 14 Votes)
  • Lucrative. (3%, 14 Votes)
  • What's Destiny 2? (5%, 23 Votes)
  • Wake me up when there's a TV show. (4%, 19 Votes)
  • Who ate all the damn Cheez-Its? (9%, 37 Votes)
  • No reply / elf butts / view responses without voting. (9%, 37 Votes)

Total Voters: 261

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Kickstarter Donor

Good grief. This has been going on for decades.

Kickstarter Donor

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.


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.

peor togs

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


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

comment image


[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?


And to tell we were worrying about lockboxes.

Now they are poisoning cereals with their propaganda.

Cereals, the stuff for the children…

Sally Bowls

+1 /salute

Sally Bowls

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

Fluoridated water for Truckee Meadows not solution

Grave Knight

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

Melissa McDonald

They are attacking the purity of our precious bodily fluids!

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.)

Kickstarter Donor

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?

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.