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.

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.

By beginning of 2018, 59,6% of players reached the chapter where Alex shoots the spot (FIFA has 100 million players around the world on the last 6 months). Only on the first week of retail sales, 6 million copies were sold.

Only in Times Square +4.5 million people were able to watch the spot on the first 2 weeks.