Partnership:

Riot Games and Coca-Cola

Description:

Coca-Cola worked with LEAGUE OF LEGENDS developer Riot Games to promote a new soft drink targeted at the gaming community.

Called Coke Ultimate Zero Sugar, the limited-edition beverage is meant to be flavored like experience points, or “+XP,” that can be used to progress in the game. A global campaign that depicts a hero figure teleporting around worlds inspired by popular genres in the medium supports the rollout. 

Coke Ultimate Zero Sugar packaging comes with QR codes that open the Coca-Cola Creations Hub for digital experiences, which has added an Instagram filter that lets visitors view themselves as League of Legends emotes. An element of tech-enabled personalization could further appeal to gamers that value a sense of immersion and roleplay.    

Partnership Opportunity:
Riot Games/Gaming & Esports
Company:
Riot Games
Partner/Category:
Coca-Cola /Beverages
Timing:
June 2023
Target:
Male
Female
Promotional Elements:
In-Store / Retail
Licensed Product
On Pack
Media Elements:
Online
Social Media
Created On:
2023-06-08
Last Modified on:
2023-06-12
Companies Involved
Jonathan Z
Jonathan Z Chief Commercial Officer Riot Games
Tuck

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