Coke Goes Over There.com, Inaugurates 'Realistic Environment'
Masters of pre-fab realism Coca-Cola is establishing a presence in the virtual world of There.com in an effort to extend the reach of its My Coke Rewards program, reports The Hollywood Reporter.
The soft-drink company created the CC Metro community, which will be located on a Coke bottle-shaped island in the world. There, visitors will be able to check out music, games and more, all in what Coke executives are dubbing "realistic environment."
CC Metro will also act as a way to extend some of Coke's existing marketing partnerships, like those with NASCAR and "American Idol," into the virtual community. It may also expose those partnerships to more users, especially the mostly-teen base that There.com attracts.
This is the second major initiative Coke has undertaken in the virtual world space. The company launched a Virtual Thirst contest earlier this year for vending machine designs in Second Life.
www.marketingvox.com
Arda Acar
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