Coke Inks Endorsement Deal With Fictional 'Virtual Athlete' From FIFA Video Game
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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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