Brands often harness ambassadors to spread their messages among desired audiences but Coca-Cola shook up this practice right up earlier this week by unveiling its sponsorship of a fictional and virtual footballer, Alex Hunter, the protagonist of EA Sports’ Fifa 18 video game.
The young protagonist of the game’s narrative-driven ‘The Journey’ mode will become a Coca-Cola Zero Sugar ambassador during the course of the season. While allowing for a legitimate professional footballer experience, the move also advertises the brand to the player on a meta level, building upon Hunter’s inclusion in the Adidas First Never Follows Read full story ›
Source: The Drum
Industry News