Earlier this week Techland, developer of Dying Light, tweeted about their newest marketing campaign; asking people to take a picture of themselves drinking a good ol’ glass of H20 and tag it #DrinkForDLC in return for a free high-tier in-game weapon.
The marketing movement comes just days after Activison revealed a partnership between Destiny and Red Bull, granting bonus XP to all players who buy specially marked cans, along with an exclusive mission in the soon-to-be-released expansion, The Taken King. This fart in the general direction of marketing for Destiny took off and was reported widely; inspiring Techland to follow up with what is undoubtedly one of the most fun and creative marketing drives yet.
The Dying Light developer then went on to announce that, due to the overwhelming reaction from fans from their original tweet, they will design, create and release up to 4 free of charge DLC packs for Dying Light in the second half of this year. The total number of packs released will be decided through the medium of stretch goals, with each tally being marked by the number of #DrinkForDLC pictures posted to twitter, including all previous submissions. Techland released an image detailing the goals:
The official Dying Light twitter account will keep fans updated of the running total and will announce the number of DLC packs being released by the end of July.