Home Coke’s Virtual World Web Strategy: The More Things Change, The More Things Stay The Same

Coke’s Virtual World Web Strategy: The More Things Change, The More Things Stay The Same

The NY Times reports today about Coca-Cola’s new virtual world website. Coke has set up an island called CC Metro in the virtual world There.com (a similar site to SecondLife, but with more controls). NYT reports that at CC Metro, Coca-Cola customers can set up avatars, and “buy clothing and accessories for their avatars using reward points culled from codes on Coke bottle caps”. The site also lets users upload videos, create music mashups and play games. You can access this at MyCoke.com.

As PaidContent notes, Coke has been busy tapping into social media over the past couple of years. It ran a YouTube-like video channel, The Coke Show (which closed last summer), began a $1 million branding campaign on MySpace, and is currently working on two marketing programs with Facebook. Also we’ve noted in the past on RWW how Coke has adopted web 2.0 trends – e.g. Coke Poland’s 43Things clone.

NYT points out that “Coke was an early mover in the realm of virtual worlds, viewing them as ways to engage their customers and build their brands.” Five years ago, the soft drink giant opened a world called Coke Studios on myCoke.com.

Interesting though, Coke has been using the Web as a ‘virtual world’ since the very beginning. In 2004 I wrote an article for Digital Web Magazine, noting that Coca-Cola‚Äôs Web site in 1996 was styled as a ‚Äúvirtual museum‚Äù. Back then Coke presented its Web site as a ‚Äúworld‚Äù of games and entertainment, a ‚Äúplace to be‚Äù. Screenshots after the jump…

Coke website 1996

MyCoke website 2007

Conclusion: Nothing’s Changed…

It’s funny how for all the talk of web services, APIs, open data, personalization and the like – web experiences are still just as much about virtual worlds and places. I wrote in the 2004 article that “Web sites are no longer virtual places, they‚Äôre more like virtual agents.” Well in Coke’s case, that’s not true – Coke is still trying to be a virtual world!

What’s with the chicken? (lower right)

About ReadWrite’s Editorial Process

The ReadWrite Editorial policy involves closely monitoring the tech industry for major developments, new product launches, AI breakthroughs, video game releases and other newsworthy events. Editors assign relevant stories to staff writers or freelance contributors with expertise in each particular topic area. Before publication, articles go through a rigorous round of editing for accuracy, clarity, and to ensure adherence to ReadWrite's style guidelines.

Get the biggest tech headlines of the day delivered to your inbox

    By signing up, you agree to our Terms and Privacy Policy. Unsubscribe anytime.

    Tech News

    Explore the latest in tech with our Tech News. We cut through the noise for concise, relevant updates, keeping you informed about the rapidly evolving tech landscape with curated content that separates signal from noise.

    In-Depth Tech Stories

    Explore tech impact in In-Depth Stories. Narrative data journalism offers comprehensive analyses, revealing stories behind data. Understand industry trends for a deeper perspective on tech's intricate relationships with society.

    Expert Reviews

    Empower decisions with Expert Reviews, merging industry expertise and insightful analysis. Delve into tech intricacies, get the best deals, and stay ahead with our trustworthy guide to navigating the ever-changing tech market.