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Coke app is play with purpose

ATLANTA — The Coca-Cola Company has introduced a free-to-play mobile game called Thred, which will enable users to have fun while getting involved in the global campaign to fight AIDS, tuberculosis and malaria.

Coca-Cola teamed up with Red, an organization founded in 2006 by Bono and Bobby Shriver to engage businesses and people in the fight against AIDS.

Now available on the App Store for iPhone, iPad and iPod touch, the Thred app will allow users 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 with an Unreal Engine 3 license donated by Epic Games, Thred is an endless runner genre game that takes place in an abstract 3-D world of technological walls, ever-shifting obelisks, living dragon-like gateways and powerful collectibles. Users can compete with friends, dodging obstacles, collecting power-ups and improving their avatars.

As part of World AIDS Day, Tiësto teamed up with Red to create an exclusive compilation album, “Dance Red, Save Lives,” to fight AIDS in Africa. Tiësto donated the Skidka remix of the Tiësto & Swanky Tunes track “Make Some Noise,” from the album for the game’s soundtrack. Thred’s soundtrack also features additional music by DJ Poet and TOKiMONSTA.

“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,” said Deborah Dugan, CEO, Red.

“Collectively, we have the power to help deliver an AIDS-free generation,” said Wendy Clark, SVP of integrated marketing communications, 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.”

To help celebrate the launch of the new game, actress Emma Roberts will lead an online discussion via Twitter about the mobile game from her @RobertsEmma handle at 1:30 p.m. PST Thursday, December 20.

The Coca-Cola Company also will launch a film for television and digital premier in later this month called, “Making the Game for Red,” which chronicles the behind-the-scenes development of Thred.

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