Call of Duty: Modern Warfare 2’s launch, the marketing team behind the game had a great idea. Nothing quite goes together like an evening of grinding out a new video game and fast food, so why not bring those worlds together and offer players a free in-game skin and XP boost to help them on their way?
Food and drink are a tried-and-true vehicle for video game promotions. You’ve likely seen COD XP boosts on the side of energy drink cans, or other high-sugar gamer supplements. Burger King’s latest run is the latest in a long-standing tradition. But there is a gap in the campaign. Both the USA and UK have been left out of this global promotion, both countries jam-packed with hungry COD players. Hungry for both cosmetics and a cheeky experience bump. And burgers, too, probably. For those marooned away from the rest of the world, a grey market of code resellers is their only recourse.