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Coke Revives Its Virtual Marketing Efforts

Date: 12-10-2007



Coca-Cola has partnered with Makena Technologies, the creator of virtual world and gaming site There.com, to create a new Coca-Cola virtual environment. The new 3D community, called "CC Metro," replaces the current 2D virtual environment "Coke Studios" located at MyCoke.com. "The entire virtual environment space has grown so much that it was time for a revolution rather than just an evolution of the existing technologies," said Michael Donnelly, director of worldwide interactive marketing at the Coca-Cola Company. CC Metro, a Coca-Cola-shaped continent, allows members to develop music, upload videos, set up avatars, play games, socialize with other members via chat and voiceover IP, and explore other parts of There.com. Members of both MyCoke.com as well as There.com can access the new Coca-Cola continent through either of the websites. MyCoke.com's five-year-old Coke Studios was the first consumer product site on the Internet to offer people an online virtual world experience. The new virtual environment, which is rated PG-13, will be initially geared to U.S. consumers, but it may expand to other countries.
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