IO Interactive’s upcoming James Bond video game 007 First Light will let players unlock exclusive items and rewards through a deal with Coca Cola. While it’s been known for some time that ‘Coke’ is one of the many brands associated with the upcoming game, it’s only now that we’re seeing what that brand partnership means for the players.
According to details from a German press release, Bond will become an international brand ambassador for the drink during “relaxed” moments. While these aren’t confirmed, we’d expect to see him reach for one during mission briefings or internal meetings, where having a Martini wouldn’t sit too well with his superiors.
Coca Cola has a long standing association with the the latest batch of Bond movies, kicking off their first partnership with Ian Fleming’s super spy back in 2008 for Quantum of Solace. However, this is the brand’s first foray into Bond video games, despite the spy having countless outings across various console generations.
Much like the Coca Cola Skyfall partnership, which saw the brand release eye-catching Bond-inspired Coke Zero cans, First Light will also get a special edition, in the form of a black and gold 007: First Light Coca-Cola Zero Sugar Zero Caffeine drink. The limited edition run will see the cans boast the iconic 007-lettering and will be available as single cans, bottles or a six pack from May, tying in with the game’s post-delay release date. It’s not certain yet whether this will run in Germany alone, or be rolled out across other regions.
The release, which we’ve translated using Google tools, also revealed that players will be able to scan QR codes to unlock a number of in-game items and exclusive missions. While we don’t know exactly what in-game items will be available via this, expect to see weapons skins or outfits at the very least – and perhaps additional ‘optional objectives’ layered on to certain main missions.
In the past, developer IO interactive has released numerous items and cosmetics for Hitman: World of Assassination through similar methods. For example, there have been exclusive rewards for connecting an IO account, or for watching a specific number of hours of Twitch streams featuring the game.
Alongside the exclusive in-game items, the Coke collaboration also gives fans a chance to enter raffles, where they claim there are more than 70,000 prizes, including five exclusive Xbox-consoles featuring a limited James Bond design.
First Light is set to release on May 27, having been pushed back a couple of months for IO Interactive to apply some additional polish. The studio recently came out to say that their version of Bond won’t be anything like the “old school” spy of the 1960s. Speaking to Monstervine, cinematics director Martin Emborg revealed that while there will be elements of the smooth-talking Bond many have come to expect from the franchise, he’ll be a “modern guy” and will reflect “modern values”.
