Best of 2017 Interactive/Integrated--No. 8: Coke Inks Endorsement Deal With EA Sports Video Game Character Alex Hunter

FIFA Soccer Game Character Steps Into Shoes of Mean Joe Greene

Published On
Sep 21, 2017

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 8 in the Interactive/Integrated category, Coca-Cola entered a new era of endorsements by sponsoring its first-ever virtual athlete, Alex Hunter of Electronic Arts' "FIFA" franchise. The soccer "star" made his debut last year in "FIFA 17" and this year returned for the next installment of the game, but this time, with backing from Coca-Cola. As part of the effort, Coca-Cola becomes part of the game's storyline, while Hunter appeared in a spot that riffs off the soda brand's classic "Mean Joe Greene" commercial.

Original Story:

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.)

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.

Inking a deal with a scripted digital creation has certain advantages. For instance, no one is going to spot Hunter drinking Pepsi, or doing any of the other things that have caused endorsement deals to go sideways in real life.

"Unless he has some sort of sentient AI that wakes up and goes rogue on us, we are pretty safe," jokes Wolf. But brand safety was not Coke's motivation for doing the deal with Electronic Arts. Hunter represents "the core of our DNA," Wolf says. "He is the democratization of football stars. Everybody that plays 'The Journey' really falls in love with Alex and embodies themselves into his persona."

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Sep 21, 2017
EA Sports/Coca-Cola
EA Sports/Coca-Cola

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