Coca-Cola teamed with Riot Games, publisher of League of Legends, to launch a limited-edition flavor: Coca-Cola Ultimate. This is the brand’s first collaboration with a gaming company.
In-game and digital experiences augment the product’s release. League of Legends players can unlock limited-edition Ultimate emotes in-game through a series of missions.
The first mission went live in League of Legends June 7 at 1 p.m. The Ultimate emotes can be unlocked until July 18 at 11:59 p.m. PT.
Players are sent to the Coca-Cola Creations Hub by scanning the QR code on a Coca-Cola Ultimate bottle or can. An Instagram filter lets players view themselves in the style of League of Legends emotes for social sharing.
Seven assists in a single game earn the Ultimate Teamplay emote. Players who earn 12,000 gold in a single game earn the Ultimate Gains emote. Win a game in under 20 minutes and earn the Ultimate Tempo emote.
The global campaign was developed by Forpeople, Havas, Virtue and WPP Open X/Ogilvy, and EssenceMediacom.
"This collaboration with Riot Games allows us to continue elevating the Coca-Cola Creations platform with a brand-new flavor that reinforces our shared mission to put fans and players at the forefront of everything we do," said Oana Vlad, senior director, global strategy at The Coca-Cola Company.
The black-and-gold package design carries the Coca-Cola Creations logo, enhanced by an Ultimate crest and blue Hextech glow. The design is inspired by the Nexus Crystals in League of Legends.
To celebrate the launch, Coca-Cola is dropping real-life League of Legends Nexus Crystals in various cities, including Los Angeles, Shanghai and Mexico City.