Introduction

In a surprising marketing news, Coke reveals its new endorsement deal with FIFA’s Video Game athlete.With its newest athletic endorsement deal, Coke doesn’t have to worry about its star getting into legal trouble, posting embarrassing tweets or demanding more money. That’s because the person only exists in a video game.His name is Alex Hunter, a creation of Electronic Arts for its popular FIFA soccer game. Hunter first burst onto the virtual scene last year in “FIFA 17” via a feature called the “The Journey.” The cinematic mode allows game players to experience and influence how the fictional star navigates the competitive soccer circuit, like earning a contract with an English Premier League team. EA brought Hunter back for “FIFA 18” with a storyline about a comeback in Major League Soccer’s L.A. Galaxy after falling on hard times in the English Premier League.

Coke enters the narrative when he signs an endorsement deal with the brand. Players of the video game go behind the scenes for the filming of the spot, which is based on Coke’s iconic “Mean Joe Greene” ad, with some modern twists. (Instead of tossing the kid a jersey, Hunter takes a selfie with him.)

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Coke plans to place the video in social media using paid ad support and show it on Coke’s Times Square billboard. Hunter is also featuring Hunter on some Coke packaging in real life. The program spotlights Coca-Cola Zero Sugar, a rebranded version of the old Coke Zero. Coke declined to disclose financial terms of the deal with EA.

EA has been hyping Hunter’s next chapter with videos such as this one.

Plenty of brands have been integrated into video games. Alex Hunter has even had an endorsement deal before; the character’s narrative in “FIFA 17” included a pact with Adidas.
But for Coke, the “FIFA 18” integration is a big deal. Its the first time in Coke’s long history that “we’ve ever signed a virtual athlete,” says Matt Wolf, Coca-Cola Co.’s VP for entertainment, ventures and strategic alliances.

The setting for Hunter’s Coke ad features a lowlight in his career, when he was booed off the field while playing in the English Premier League. The mood is similar to the 1979 Mean Joe Greene spot in which a fan cheers up the downtrodden football player with a Coke.

Conclusion

Coca-Cola’s innovative endorsement deal with Alex Hunter, a fictional athlete from EA’s FIFA video game series, marks a new frontier in marketing. By integrating with the virtual world, Coke is reaching a modern, digital-savvy audience while tapping into a popular and evolving form of entertainment. This unique partnership not only allows Coca-Cola to connect with consumers in an engaging way but also highlights the growing intersection of virtual and real-world branding. As the first company to sign a virtual athlete, Coca-Cola is setting a precedent for the future of marketing in the gaming industry.

FAQs

1. Who is Alex Hunter?
   Alex Hunter is a fictional athlete featured in EA’s FIFA video game series. He is the protagonist in the game’s cinematic mode called “The Journey.”
2. What is the Coca-Cola and Alex Hunter endorsement deal about?
   Coca-Cola has signed a deal with Alex Hunter, marking the first time the brand has endorsed a virtual athlete. The deal features a Coke ad within the game and integrates Hunter into real-world Coca-Cola branding.
3. What makes this deal significant for Coca-Cola?
   This is the first time Coca-Cola has signed a virtual athlete, a groundbreaking move in the company’s long history of sports endorsements.
4. What is the Coke ad featuring Alex Hunter like?
   The ad is inspired by Coca-Cola’s iconic “Mean Joe Greene” commercial. In it, Hunter interacts with a young fan, taking a selfie instead of tossing a jersey, symbolizing a modern twist on the classic ad.
5. How will Coca-Cola promote the Alex Hunter ad?
   The ad will be promoted through social media with paid advertisements and displayed on a billboard in Times Square. Alex Hunter will also be featured on Coca-Cola packaging.
6. Which version of Coke is being spotlighted in the campaign?
   The campaign highlights Coca-Cola Zero Sugar, which is a rebranded version of the previous Coke Zero.
7. Has Alex Hunter had other endorsements before?
   Yes, Alex Hunter had a previous endorsement deal with Adidas, integrated into the storyline of FIFA 17.
8. Why is Coca-Cola entering the virtual athlete space?
   Coca-Cola is embracing the growing digital and gaming culture, recognizing that virtual athletes like Alex Hunter offer a unique way to engage with a tech-savvy, younger audience.

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