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EA partners with Dr Pepper for exclusive digital content

The Sims 3 first to get in-game items as part of multimillion-dollar deal

EA and Dr Pepper have struck a multimillion-dollar marketing deal that will see the games publisher bringing original downloadable content to Dr Pepper consumers.

The deal will allow gamers to access a variety of premium original content by purchasing specially branded Dr Pepper packages containing download codes.

"We’re proud to partner with an innovative marketing company like Dr Pepper that has such a rich heritage," Elizabeth Harz, senior vice president of global media sales for Electronic Arts said about the deal. "EA is always looking for new ways to reach its fans, and by aligning with Dr Pepper, we're able to offer consumers premium content that enhances the gaming experience."

The Sims 3 will be the first title to feature in the campaign, offering gamers the chance to download exclusive items such as "one-of-a-kind beach party items or all the elements of a perfect fall tailgating party", however games from across EA's wide-ranging portfolio are likely to appear over the course of the promotion.

"The Sims team is particularly excited about this offering because the Dr Pepper team shares our passion for introducing its brand to our player community in ways that will add to the players' experience," said Steve Seabolt, vice president of global brand development for The Sims. "This will include exclusive downloadable content available via our community site. We have huge confidence that this 'opt-in value add' will have our players thinking very kindly of the Dr Pepper brand."

"The first-of-its-kind partnership with EA will give Dr Pepper fans an unrivaled experience by adding exclusive value to their games such as new levels and items," concluded Tony Jacobs, vice president of marketing for Dr Pepper. "EA is the only media company that could reach our target audience with the breadth and depth of titles for gamers on any gaming platform."

The download codes will appear on more than 500 million Dr Pepper products throughout 2010.

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