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HIV game-changer? Coke thinks so

Coca-Cola has launched THRED, a free-to-play mobile game, which is downloadable from the App Store. THRED is a joint project between Coca-Cola and RED that was developed to raise awareness and funds for the fight to end mother-to-child transmission of HIV by 2015.

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.

Developed by BitMonster, (THRED) is designed to engage consumers in captivating gameplay, through:

¬∑ Content: 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.

¬∑ Visuals: (THRED) delivers an endless flight using Epic Games’ Unreal Engine to push the visuals even further with features including lens flares, blooming highlights, Fresnel shaders and extensive particle effects.

¬∑ Soundtrack: As part of World AIDS Day, Ti√´sto teamed up with (RED) to create an exclusive compilation album, DANCE (RED), SAVE LIVES, to fight AIDS in Africa. From the same album, Ti√´sto generously donated the Skidka remix of the Ti√´sto & Swanky Tunes track, ‚’Make Some Noise’, for (THRED). Along with additional music by DJ Poet and TOKiMONSTA, the gorgeous abstract soundscape creates a phenomenal music experience.

· Compete with Friends: Dodge obstacles, collect power-ups and improve your avatar as you compete for high scores with your Game Center friends.

Deborah Dugan, CEO, (RED), said: ‚”(RED) aims to give people as many ways as possible to join the fight against AIDS. With the launch of (THRED), people can make an impact with the touch of a button while playing a game they’ll love.‚”

‚”Collectively, we have the power to help deliver an AIDS-Free Generation,‚” said Anne Carelli Senior Manager, Sports and Entertainment Marketing, at The Coca-Cola Company. ‚”We feel that (THRED) is a great way to capture attention and one that gives everyone the opportunity to contribute their time, money and networks to help end the transmission of HIV from mothers to their babies by 2015.‚”

(THRED) Television and Digital Premiere The behind-the-scenes development of (THRED) was filmed for a television and digital premiere called Making the Game for (RED) presented by Coca-Cola, which will air in various countries around the world in late December.

The largest business initiative supporting the Global Fund, (RED) has contributed more than $200 million to support Global Fund HIV/AIDS grants in Africa. The (THRED) App is available for free from the App Store on iPhone, iPad and iPod touch or at

Game On!

Actress Emma Roberts is partnering with The Coca-Cola Company and (RED) to raise awareness around the powerful impact people can make by playing (THRED) to help deliver an AIDS Free Generation by 2015.


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