Coca-Cola Announces Branded Content First within EA SPORTS FIFA 18
September 21 2017 - 12:26PM
Business Wire
Coca-Cola Signs Alex Hunter as Brand’s First
Virtual Athlete
Ahead of next summer’s 2018 FIFA World Cup, The Coca-Cola
Company has released its first ever in-game advertising spot for
use on external marketing platforms.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170921005933/en/
Welcome to the Coca-Cola family, Alex
Hunter! #WelcomeAlex #CokeZeroSugar #FIFA18 (Photo: Business
Wire)
The advert, which features EA SPORTS™ FIFA 18 virtual athlete
Alex Hunter is a nod to the brand’s classic 1979 “Mean Joe,”
television spot, in which an American Football star is given a
bottle of Coca-Cola from a fan after a tough game.
The story behind the fully computer-generated ad spot is told
within “The Journey: Hunter Returns” mode for the PlayStation 4,
Xbox and PC versions of EA SPORTS FIFA 18 which allows players to
experience life as emerging soccer star, Alex Hunter. As part of
the game’s story, Coca-Cola signs the rising player to become its
ambassador to launch the new Coca-Cola Zero Sugar.
The unique collaboration with EA SPORTS FIFA 18’s Alex Hunter
will extend beyond the game through specialized packaging and
retail partnerships within the US and globally. The ad spot will be
shared on social channels and displayed on marquee out of home
sites including the recently installed Coca-Cola Times Square sign,
the world’s first 3D robotic sign.
“This is an exciting brand innovation,” said Matt Wolf, Vice
President of Entertainment, Ventures & Strategic Alliances at
The Coca-Cola Company. “Signing Alex Hunter puts Coca-Cola at the
intersection of gaming and brand marketing within the most popular
franchise sports game in the world.”
“It’s great to be a part of this truly unique collaboration, the
first of its kind,” said Dave Madden, Head of Global Brand
Partnerships for EA. “This in-game Coca-Cola endorsement gives our
fans a taste of life as a renowned football star and the
opportunities that come along with it.”
EA SPORTS FIFA 18 will be available for purchase on September
29, 2017.
About The Coca-Cola
Company
The Coca-Cola Company (NYSE: KO) is the world’s largest total
beverage company, offering over 500 brands to people in more than
200 countries. Of our 21 billion-dollar brands, 19 are available in
lower- and no-sugar options to help people everywhere more easily
control added sugar. In addition to our namesake Coca-Cola drinks,
some of our household names around the world include: AdeS
soy-based beverages, Ayataka green tea, Dasani waters, Del Valle
juices and nectars, Fanta, Georgia coffee, Gold Peak teas and
coffees, Honest Tea, Minute Maid juices, Powerade sports drinks,
Simply juices, smartwater, Sprite, vitaminwater, and Zico coconut
water. At Coca-Cola, we’re serious about making positive
contributions to our world. That starts with reducing sugar in our
drinks and bringing new and different drinks to people everywhere.
It also means continuously working to reduce our environmental
impact, creating rewarding careers for our associates, and bringing
economic opportunity wherever we operate. In fact, together with
our bottling partners, we employ more than 700,000 people around
the world. For more information, visit our digital magazine
Coca-Cola Journey at www.coca-colacompany.com and follow The
Coca-Cola Company on Twitter, Instagram, Facebook and LinkedIn.
About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in digital
interactive entertainment. The Company delivers games, content and
online services for Internet-connected consoles, personal
computers, mobile phones and tablets. EA has more than 300 million
registered players around the world.
In fiscal year 2017, EA posted GAAP net revenue of $4.8 billion.
Headquartered in Redwood City, California, EA is recognized for a
portfolio of critically acclaimed, high-quality blockbuster brands
such as The Sims™, Madden NFL, EA SPORTS™ FIFA, Battlefield™, Star
Wars™ Battlefront™, Need for Speed™, Dragon Age™ and Plants vs.
Zombies™. More information about EA is available at
www.ea.com/news.
EA SPORTS, The Sims, Dragon Age, Plants vs. Zombies, Battlefield
and Battlefield 4 are trademarks of Electronic Arts Inc. and its
subsidiaries. John Madden, NFL and FIFA are the property of their
respective owners and used with permission.
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version on businesswire.com: http://www.businesswire.com/news/home/20170921005933/en/
The Coca-Cola CompanyKate Hartman,
+1-404-245-1084kahartman@coca-cola.com
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