EA Inks Multimillion-Dollar DLC Deal With Dr. Pepper

Electronic Arts has signed a multi-million dollar marketing deal with Dr. Pepper, through which the soft drink brand will offer premium DLC codes for EA games on 500 million of its products. The deal covers several Electronic Arts games, beginning with The Sims 3, for which users will be able to find exclusive content download codes on certain Dr. Pepper products. Some of these will be one-of-a-kind items that enhance gameplay, and others may be collectible elements in a party set, for example. It also includes co-branding at retail and other "opt-in value add" initiatives surrounding its 2010 titles, which EA says it'll discuss in the future. "EA is always looking for new ways to reach its fans, and by aligning with Dr Pepper, we’re able to offer consumers premium content that enhances the gaming experience," says EA global media sales SVP Elizabeth Harz.