Coca-Cola is teaming up with non-profit (RED) to support the fight against AIDS via a new mobile game challenging players to navigate through an endless runner and dodge obstacles.

The free mobile game, (THRED), takes place in an abstract 3D world. Throughout, users have the opportunity to purchase power-ups and make in-app purchases, with all proceeds being donated to the Global Fund to invest in HIV/AIDS programs in Africa.

?Coca-Cola can expect to reach a wide range of consumers within the mobile game environment,? said Matt Duffy, vice president of marketing at Jumptap, Cambridge, MA.

?According to comScore, there are more than 80M gamers in the U.S.,? he said. ?Gaming content is the No. 1 type of content consumed in mobile.

?We?ve seen this here on the Jumptap network where our gaming channel is the fastest growing content channel. More important than the scale of mobile gaming, is the diversity of the audience.?

Mr. Duffy is not affiliated with Coca-Cola and spoke based on his experience in mobile.

Coco-Cola did not respond to press inquiries.

Grabbing attention
Coca-Cola?s goal in launching the game is to help end mother-to-child transmission of HIV by 2015.

The game is available for iPhone, iPad and iPod touch. It can be downloaded from the Apple App Store and at www.coke.com/THRED .

By leveraging a mobile game in the struggle against AIDS, Coca-Cola hopes to capture consumers? attention and provide them with an opportunity to contribute their time, money and networks to help.

The game uses the popular freemium model to raise funds for the fight against AIDS, enabling users to download the game for free and then pay as access additional content.

?Consumers like to try before they buy, so having a free version with the opportunity to make purchases within the game increases the likelihood of engagement,? Mr. Duffy said. ?It?s like getting your foot in the door; offering free game play encourages subsequent in-game purchases.?

Ever-shifting obelisks
The game was developed by BitMonster. It features technological walls, ever-shifting obelisks, living dragon-like gateways and collectibles. As players progress through the game, they find news colors and shifting walls; the soundscape changes as well.

Users can also compete with friends as they d odge obstacles, collect power-ups and improve their avatar.

The game features music from an exclusive compilation album from Tiësto and (RED) to support World AIDS Day.

To promote the launch of the new game, actress Emma Roberts will lead an online discussion via a Twitter chat about the mobile game from her @RobertsEmma handle on Thursday, Dec. 20 at 1:30 pm PST.

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

?Mobile games offer opportunities for consumer engagement and loyalty, advertising and data insights," Mr. Duffy said. ?Brand are increasingly advertising within mobile games, partnering with existing mobile games, or creating their own mobile game apps like Coca-Cola.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York