Coca-Cola is pitching itself into the future of digital media and entertainment once again: The soda giant recently announced the global launch of eCOPA Coca-Cola – a globalEA SPORTS™ FIFA 18 tournament celebrating the spirit of competition within the world’s most popular sports videogame.
An officialEA SPORTS™ FIFA 18 Global Series qualifier, eCOPA Coca-Cola will help EA bring competitive FIFA to millions of fans around the world through the “The Road to the FIFA eWorld Cup 2018” in August 2018. Coca-Cola has worked with EA SPORTS since 2000 to craft gaming experiences that bring people together both virtually and off the screen.
To gear up for the summer release, Coca-Cola signed EA SPORTS™ FIFA 18‘s Alex Hunter as the first ever virtual athlete for its global brand. In September 2017, Coca-Cola released its first ever in-game advertising spot for use on external marketing platforms, including social media and marquee sites.
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 ad spot has since been 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.