Regardless of my feelings toward the Xbox One, I had held on to some vague hope that, now that their new console was going to start streaming live TV, which is riddled with advertisements, Microsoft would scale back a little on the glut of ads that plague their Xbox Live service when it finally launched. Unfortunately, it looks like they’re right on track to keep shoving advertisements in people’s faces for as long as possible.
A website, titled ‘Dew and Doritos,’ has gone live, suggesting the beginning of an “unprecedented experience” as Mountain Dew, Doritos and Xbox One team up. The site carries very little information – just a place to enter your e-mail and D.O.B, presumably to be e-mailed ‘updates’ – but the promotion is apparently scheduled to start ‘this fall.’
It’s worth noting that, at the bottom of the page, there’s a disclaimer stating that “Microsoft is neither a sponsor of this promotion nor has any responsibilities regarding its conduct or administration.” That ‘Dew and Doritos’ could possibly ‘team up’ with the Xbox One to create an experience of any kind without Microsoft as a sponsor seems silly. What’s even sillier, though, is that, according to ShackNews, the purpose of this promotion is to give away ‘thousands’ of Xbox One consoles this fall. Larry Hryb is quoted as saying:
“”The Mountain Dew and Doritos brands are going to reward gamers in the biggest way possible this year with a variety of opportunities to get their hands on the new Xbox One. We’ll be sharing more details throughout the summer, but rest assured that Dew and Doritos are creating something that is truly befitting of our epic new generation hardware.”
Though it seems to be a legitimate promotion, the timing is just so unfortunate that part of me still wants to believe that it’s all a hoax. More than a few consumers are already upset at Microsoft over the announced features of the Xbox One, and indulging in their unhealthy obsession with advertising just seems like it’s going to get them in even more trouble. Again, how Microsoft could possibly give away consoles without being a ‘sponsor’ of the promotion isn’t exactly clear, but it seems like this is the way they want to start E3: they haven’t even had their keynote yet, and they’re already up to their old tricks.