Coke has a long history of sponsoring various athletes, but the Coke and FIFA partnership marks a first for the cola company, as it embarks on branding within the virtual world.
In the upcoming EA FIFA 18 game for Playstation 4, Coke will be sponsoring Alex Hunter, a fictional soccer star, who recently signed a deal to shoot a commercial with the cola company. Coke and EA Sports even created a fake Twitter account for the rising star, which currently has 49,900 followers. The fictional beverage commercial will air during the various virtual soccer games, adding a more immersive element of authenticity to the video game. The beverage company stated its aim was to "try to blur lines between reality and the virtual world."
Through this re-imagined advertising platform, Coca-Cola is able to reach a multi-dimensional demographic of consumers.
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