It's well known that gamers love caffeinated drinks, which is why it's unsurprising that Coca-Cola is working with Riot Games, creators of the 'League of Legends' game, to develop a new soda targeted specifically at gamers called 'Coke Ultimate Zero Sugar.'
Perfectly tailored to the gamer community, the limited-edition variant of the popular soda features a flavor profile that's based on experience points — aka +XP — that can be used to progress in League of Legends. In other words, the new drink is both a physical product and offers in-game benefits, allowing gamers to jump into three different in-game missions that can unlock rewards. Coke is also further encouraging engagement with the product by allowing fans to upload photos of themselves to the Coke's Creation Hub and see their photos transposed onto characters in the game
Image Credit: Coca-Cola
What Makes This Trend Stand Out
- Gamer-targeted Beverages
- Developing specialized drinks for gamers, with flavors and benefits tied to gaming experiences, presents an opportunity for disruptive innovation in the beverage industry.
- In-game Product Integration
- Integrating physical products with in-game benefits creates opportunities for disruptive innovation, blurring the lines between virtual and real-world experiences.
- User-generated Content Promotion
- Enabling users to upload and personalize their content for integration into the game provides opportunities for disruptive innovation in the field of user-generated content and marketing.
Sectors Adopting This
- Beverage
- The beverage industry can explore the concept of gamer-targeted drinks to tap into the lucrative gamer market and offer unique experiences.
- Gaming
- The gaming industry can leverage the integration of physical products with in-game benefits to enhance gameplay experiences and attract more players.
- Marketing
- Expanding user-generated content promotion strategies can revolutionize marketing approaches, creating interactive and personalized experiences for consumers.
