The Coca-Cola Company Launches New Film to Fight AIDS

December 19,2012

CAP Member, The Coca-Cola Company, Inc., on Tuesday announced the launch of a free-to-play mobile game, (THRED), available now on the App Store for iPhone, iPad and iPod touch to help raise awareness and money for the fight to end mother-to-child transmission of HIV by 2015. Coke is partnering on the game with (RED), a company founded in 2006 by musician Bono and Bobby Shriver to engage businesses and people in the fight against AIDS.

The (THRED) App will help raise money for The Global Fund to fight AIDS, Tuberculosis and Malaria – the world's leading financer of programs to fight these three diseases. Throughout the game, users will have the opportunity to purchase power-ups and select items via In-App Purchase. All proceeds (excluding taxes) will be donated to the Global Fund to invest in HIV/AIDS programs in Africa, including treatment for prevention of mother-to-child transmission of HIV, Coca-Cola said in a statement.

The game was developed by BitMonster with an Unreal Engine 3 license donated by Epic Games.

According to Coca-Cola, “This endless runner genre game takes place in an abstract 3D world of technological walls, ever-shifting obelisks, living dragon-like gateways and powerful collectibles. As players progress through the game, they’ll find amazing colors and shifting walls while the entire soundscape changes with them.”

Actress Emma Roberts is partnering with The Coca-Cola Company and (RED) to raise awareness about the game and its cause. Roberts will lead an online discussion via a Twitter chat about the mobile game from her @RobertsEmma handle on Thursday at 1:30 pm PST.

The Coca-Cola Company also will launch a film for television and digital premier in late December called “Making the Game for (RED),” which chronicles the behind-the-scenes development of (THRED).

-Courtesy, Atlanta Business Chronicle