Coca Cola Shows New Collaborative Style for In-Game Advertising

like movies, video game turns out to be the target of various brand who want to use it as a promotional area, although not so often. The most common are game togender sports, such as for example series FIFA made by EA. But in his newest series, FIFA 18, elements sponsorship there is very different from before.

Whereas previously we only saw sponsor logos on billboards or player uniforms, in FIFA 18 we will see how advertisements can be elegantly incorporated into the game's storyline. That's exactly what Coca-Cola is doing in its 20-year partnership with EA, assisted by ad agencies Anomaly, Mercado McCann and Havas.

In story mode In FIFA 18, players will play Alex Hunter, a rising starlet who is eventually hired as an advertising model by Coca-Cola. The role of Alex Hunter can basically be said to be a version Interactive from Cristiano Ronaldo, who is in fact one of Coca-Cola's advertising models – who also became packaging cover game FIFA 18 itself.

Even more interesting, the advertisements that Coca-Cola created with the advertising model Interactiveit was inspired by one Coca-Cola's popular ad in 1979 starring athletes Football Joe Greene. In the original ad, a boy gives Joe Greene a bottle of Coca-Cola; while in the FIFA 18 version of the ad, it was Alex Hunter's turn who was offered a can of Coca-Cola by a child.

Coca-Cola's role as a sponsor that is tied to the game's storyline will certainly provide a new way for consumers to appreciate something brand. Not only that, Coca-Cola will apparently also market special edition cans in the United States, Canada and Mexico markets, which are equipped with a code to unlock exclusive content in the market. game FIFA 18.

From this we can see that Coca-Cola is actually trying to treat Alex Hunter like an advertising model in the real world. This fictional character even has his Twitter account myself, and some time ago I was 'asked' to upload a picture teaser FIFA 18.

What is the use of video game sebagai platform Will this ad be a trend in the future? Maybe, because of opportunity brand others to become sponsors who are tied to the storyline of a game still wide open.

For example, on skateboarding games or BMX, brand such as Red Bull or GoPro can implement similar efforts as Coca-Cola in FIFA 18. As long as it is executed elegantly, I think its explicit existence can still reap the appreciation of many players.

Sumber: Digiday.