We merged both virtual and real world in order to create Coca-Cola’s first ever in-game advertising spot for use on external marketing platforms.

Inside the FIFA 18 videogame, players were able to see how Alex Hunter signed contract with Coca-Cola and watched him on set shooting a TV commercial for the brand. The ad spot shot inside the game was 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.

We took advantage of the fast growing of gaming as entertainment, and of our partnership with the the most popular franchise sports game in the world to turn FIFA’s football star and popular gaming hero Alex Hunter into our first virtual ambassador ever. Not just a product or brand placement but being part of the narrative to help markets leverage the passion for gaming to recruit Coca-Cola’s next generation of drinkers.

The campaign came to life on 29 September 2017, the date when FIFA 18 was globally released with a premiere on Coca-Cola Times Square sign, the world’s first 3D robotic sign.

As sort of pre-premiere, a sneak peek was introduced on FIFA 18’s game trailer, showing Alex receive a folder with Coca-Cola Zero Sugar logo on it and days before the release Alex Hunter’s Twitter account posted a picture of the studio where he filmed the TV Spot. The campaign continued on and off-line exploiting various channels and medias such as newsletters, PR activation, social content and limited-edition cans at retail stores.

FIFA continues to be the undisputed #1 sports videogame in the world with 100 million players in the las six months. FIFA 18 took the top spot in the global retail sales and with 6 million sales on the first week. By beginning of 2018, 59,6% of players reached the chapter where Alex shoots the spot. Only in Times Square +4.5 million people were able to watch the spot in on the first 2 weeks.