Dr Pepper marketing vp Tony Jacobs says the promotion creates "brand affinity" and "gives fans an unbelievable gaming
experience that they can only access through Dr Pepper." For its part, EA senior vp of global media sales Elizabeth Harz says "consumers get free game content and a whole new way to experience the Dr
Pepper brand."
Quinton points out that gamers are growing increasingly accustomed to acquiring new virtual items and enhancements from both offline and Internet sources.
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