PLANO, Texas — Dr. Pepper has teamed up with video game maker Electronic Arts Inc. on an interactive brand marketing program.

Under the effort, consumers who buy 20-ounce bottles of Dr. Pepper can download new, exclusive content in EA games like virtual clothes for their Sims or body parts for their Spore creatures. Video game fans will receive access to these add-ons for select EA titles throughout 2010, with codes found on more than 500 million Dr. Pepper bottles and fountain cups, the companies said.

The program works as follows: Consumers buy a participating bottle of Dr. Pepper, locate the redemption code under the bottle cap and go to: http://www.drpepper.com/promotions/ea to redeem the code and select EA game enhancements, including for Battlefield Heroes, Battlefield: Bad Company 2, Mass Effect 2, Spore and The Sims 3.

For example, game enhancements for The Sims 3 feature theme-based bundles including Vintage Vegas, Beach Party, Celebrity and Football. In Battlefield Heroes, there are four sets of unique character clothing, while in In Mass Effect 2, there are three unique pieces of armor.

More enhancements will be announced throughout the year, according to EA.

"We wanted to give consumers an unrivaled experience by offering a range of valuable game enhancements that elevate their experience within the games and create brand affinity," Tony Jacobs, vice president of marketing for Dr. Pepper, said in a statement. "The EA promotion gives fans an unbelievable gaming experience that they can only access through Dr. Pepper." The Dr. Pepper brand is part of the Plano, Texas-based Dr. Pepper Snapple Group.

Elizabeth Harz, senior vice president of global media sales for Redwood City, Calif.-based EA, commented, "Dr. Pepper’s decision to partner with EA is an investment that will bring a lot of value to their brand and to their consumers. Consumers get free game content and a whole new way to experience the Dr. Pepper brand."