A Brazilian ad agency AKQA Sao Paulo just pulled off one of the weirdest and bind-blowing marketing stunts ever. The marketing stunt was targeted at the video gaming community and it involved DNA. AKQA Sao Paulo hired a DNA data storage startup called Helixworks to translate a ton of data on Ubisoft’s Rainbow Six Siege into 3D-printed genetic material. They then mixed the synthetic DNA with an AB InBev-owned Brazilian energy drink called Fusion.
Fusion Energy Drink: Scientists Video Game Tips into DNA, Then Mixed It into an Energy Drink
The Brazilian ad agency AKQA Sao Paulo mixed the DNA into 1500 limited-edition Fusion energy drinks. AKQA Sao Paulo timed the campaign to follow the Brazilian R6 Siege competition finals at the Game XP 2019 convention in Rio de Janeiro last week. The synthetic DNA mixed into the Fusion energy drink contained videos of the best play from that event. The Fusion energy drink also contained a batch of files along with a list of characters, maps, equipment, game modes and other iconic plays.
More Details about the Fusion Energy Drink Marketing Stunt with DNA
By drinking one of the 1,500 limited-edition cans produced in this manner will not upload first-person shooter scenarios into your cells. The data contained in the drink can’t be read without the help of cutting-edge lab equipment. In fact, there’s no way to read the DNA contained in the drinks. It was done as a marketing stunt and to open the gaming world to the possibility of DNA as a data storage tool.
If you are worried that the drink might kill you or send you to the hospital then there’s no need to be. The drink is perfectly safe. According to the Food and Drug Administration and the World Health Organization, the 1,500 limited-edition cans of Fusion energy drink is perfectly safe for consumption and won’t have any adverse effects on consumer’s health.