I don't mind cross marketing when two things I enjoy come together.
Rockstar tastes bad.
Poptarts are dismissible.
Now what I'd infer from these products being used to market Destiny 2 is that Bungie & Activision are trying to cast the widest net possible with this game, Rockstar falls in line for young adults and up, while Poptarts is for the children and anyone immature enough to still regularly consume those toaster pastries.
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I just wish Bungie did demographic research on who spends the most on their games because I guarantee it's those with the most amount of disposable income, those living in large cities like London, NYC, Washington DC and San Francisco. At least here in DC it's very difficult to find Rockstar energy drinks and Poptarts. The only place near me that sells them are gas stations. Even if they were easy to find, I wouldn't buy them because they're revolting. I'd much rather have them do it with a popular soda or water brand and Cliff bars.
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These companies are probably the only ones that want to be associated with a video game.
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That's a good point, I was too busy thinking about Bungies's marketing that I forgot about the other company's interests in that relationship.