It’s the Real Thing: Virtual Coke

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Drinking Coke used to be so simple. Open a can, slug it back and burp. Not anymore. The company today launched its virtual Coke world called CC Metro. It’s for people who want to create an Avatar and hang out with other Avatars on an island-shaped Coke bottle. Coke hopes the humans behind the virtual world Avatars will buy something or redeem points on www.mycokerewards.com. My surprise is not that Coke has included this play in its marketing strategy. It’s that Coke is willing to do this through a third-party site called There, which has a team of folks to filter out material that goes beyond PG-13 standards. Yes, Coke saves on full-blown site development costs because the other company has it nailed. But the cultural icon loses out the front end by sending potential CC Metro citizens to a site with far less brand recognition. Will Coke drinkers register and download software upon seeing pale blue home page and a soft peach “Join Now!’ button? Or will Avatar afficionados become Coke drinkers in this new community?

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Filed under Brand, Brand Placement, Virtual