Until the 8th of May, consumers can enter the Coke Unleashed competition, which will see the winners treated like kings for a day.
Dubbed the 'Ultimate Max Payne Experience', the winner and four friends will be treated to a night out in Sydney with all the trappings - a cruise on a luxury yacht, helicopter ride over the city, and a deluxe penthouse decked out with ready-to-go Max Payne 3 IDUs for multiplayer gaming on the night.
The competition will be open until 8th May, and will undoubtedly be only the first ripple in the Max Payne marketing goliath, Coke being a partner usually open to significantly larger companies than exist in gaming, and with the first TVCs having hit the internet recently.
After having played the game's multiplayer component at a recent and similarly extravagent media and special guest event in Sydney, it will undoubtedly be the shooter to beat when it hits.
Max Payne 3 will be available on PS3 and 360 on 18th May for AUD$99.95 or NZD$109.95, or in June on PC for AUD$89.95 or NZD$99.95.
To register for the MCV Pacific News Digest, head to the registration page: http://www.mcvpacific.com/user/index/register/journey/register