A quest in the upcoming Destiny expansion, The Taken King, can only be unlocked if you input a code from specially-marked Red Bull cans.
Activision announced a partnership with Red Bull where certain cans, to be available in July at 7-Eleven stores, will have codes that will award a 50% XP boost for 30 minutes and another that will unlock a timed-exclusive quest.
As described on Red Bull's website, the quest will be a "never-before-seen, multi-stage mission… that will test the speed and strategic abilities of Destiny players in new ways." Those who don't want to purchase Red Bull will need to wait until January 1, 2016 to access the quest.
I really have no words for this. All I see is a lot of Red and a lot of Bull.
At least Techland, the developer for Dying Light, is having fun with this!