Call of Duty's 'Rank up XP' promotion has been recently unveiled by Forbes. Gamers who buy select Pepsi products, namely Mountain Dew and Doritos, will receive a code that allows them to gain double XP within the upcoming shooter Call of Duty: Modern Warfare 3. Essentially, meaning that people who give in to the marketing attempts of this promotion will have a major advantage over other players - levelling up twice as fast.
To me this all sounds like the oncoming of more childhood obesity, as if sitting around twitching thumbs wasn't bad enough on its own.
While I'm sure this promotion will be highly successful, I would find it extremely distasteful if other game or technology brands started adding in cross promotions like this, that's not to say that selling snack food to 'lazy gamers' isn't a brilliant idea in its own right.