Virtual reality for Coca-Cola, There.com

December 06, 2007 The beverage giant is bringing its MyCoke.com rewards program to the teen-centered virtual world created by Makena Technologies called There.com. Coca-Cola marketing vp Carol Kruse said the company already was one of the brand pioneers in creating virtual worlds for its consumers, adding, "With the increasing sophistication in the digital world and virtual environments, we knew it was time to take MyCoke.com to the next level and create a richer, more lifelike experience for our members." There.com tends to target the teen audience, but Kruse said she expects CC Metro to appeal to a much broader demographic, adding that Coca-Cola associations with "American Idol," NASCAR, FIFA and the Olympics will be part of the experience.

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