Mountain Dew, Doritos and Xbox enlisted Joel McHale, the American comedian and avid gamer, to kick off their augmented reality capture-the-flag event in the US.
McHale launched the game in New York’s Central Park. The Drop Zone is a series of events taking place in Los Angeles, New York and Chicago where players compete for the chance to win the new Xbox One X. It is part of the "Every 60 seconds" online auction.
Players will need to download "The drop zone" app to take part in the AR games in which they will have to find, claim and keep control of a virtual console within the app.
The events are taking place this weekend.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGive your teams unrestricted access to in-depth editorial analysis, breaking news and premium reports with a bespoke subscription to ±±¾©Èü³µpk10.
Find out moreGet unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.
Find out moreGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an Alert Now