Coke, Crayon and Second Life

I love Coca-Cola (I have to write out Coca Cola because "I love Coke" just sounds bad).  I think I have single handedly put a few of the children of Coke executives through college.  It was great news today to see that they are using their Marketing money for something innovative and Social Media based...

"a competition in Second Life, the name of the project is VirtualThirst and involves the general public and residents of Second Life designing Coke vending machines that deliver “experiences”. (see the entire post from Experience Curve Here."

Coke has been working with Joseph Jaffe's new marketing company, Crayon to execute this project and as anyone who reads JaffeJuice knows, Joseph and the gang at Crayon are huge Second Life advocates.  (note to Second Life: Give Crayon some kickbacks).

All in all - I like this idea and hope that Coke is successful with it.  As I have said before, Coke is a brand that would value from Social Media immensely.  They have become a staple in society and have established a brand that people are passionate about.  (How many Coke drinkers would drink Pepsi?)

This news has encouraged me to jump into Second Life and check out the initiative (Find me in Second Life - Lukas Greene) but I am not sure it will result in the ROI that Coke may be anticipating.  Sure, it's a great way to connect with the existing Second Life crowd, but how far can it go beyond that?  I guess we'll wait and see.  See you in Second Life if you'd like to discuss.

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As I have said before, Coke is a brand that would value from Social Media immensely.