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SoBe Taps Iron Mike For Game

  • Adweek, Wednesday, July 27, 2011 9:30 AM
PepsiCo's SoBe has partnered with Mike Tyson's Main Event game in launching a mobile gaming campaign for teas, fruit juice blends, and enhanced waters.

The "Try Everything Challenge" invites iPhone users to compete for a high score in a fruit-smashing game within the existing Tyson Main Event game. The highest-point earner wins a trip to Las Vegas in October to train with Tyson. SoBe worked with iPhone game developers RockLive and Omnicom's OMD Gaming and OMD's Ignition Factory on the initiative. Mike Tyson: Main Event has attracted 1.6 million downloads so far since its March launch.

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