New Community Named “CC Metro” Offers Richer, Multi-Dimensional Experience
ATLANTA, December 6, 2007 – Beginning this week, when people visit MyCoke.com they will find themselves in a whole new world. Coca-Cola and Makena Technologies, creator of the popular social virtual world There.com, are bringing a different level of engagement and fun to MyCoke.com members with a new Coca-Cola virtual environment located within There.com.
The new community, dubbed, ‘CC Metro,’ is designed to offer visitors a completely new experience rooted in the uplifting, optimistic attitude of the ‘Coke Side of Life.’ The new environment will provide activities that are fun, engaging and varied to help connect people within CC Metro. MyCoke.com members will find options focused on music, gaming, sports and entertainment, including a skate park where they can test their ‘hoverboard’ skills and a theater featuring exclusive videos presented by Coca-Cola. Members will also be able to develop their own music through the ‘music mixer,’ socialize with other members via chat and voiceover IP, and explore other parts of There.com. CC Metro will replace the current ‘Coke Studios’ virtual environment located at MyCoke.com.
“With the increasing sophistication in the digital world and virtual environments, we knew it was time to create a richer, more life-like experience for MyCoke.com members,” said Carol Kruse, vice president, Global Interactive Marketing, The Coca-Cola Company. “There.com offered the flexibility, technology and collaboration we needed to create the kind of multi-dimensional virtual environment we envisioned for the next phase of Coke Studios.”
“Like other Makena partnerships, this new relationship demonstrates that brands understand the value in leveraging virtual environments to connect with consumers,” said Michael Wilson, CEO of Makena Technologies. “It speaks volumes when Coca-Cola, one of the best known brands in the world, recognizes the power of a virtual world to enhance the experience people have with their brand.”
Through CC Metro’s 3-D virtual environment, which is located on a new Coca-Cola contour bottle-shaped ‘continent’ in There.com, users can enjoy social networking and exclusive content not found anywhere else. Coca-Cola associations like American Idol, NASCAR and the Olympic Games will be part of the CC Metro experience. My Coke Rewards, the popular online rewards program, will be integrated into CC Metro, allowing users to obtain virtual merchandise through a My Coke Rewards store. Members can also purchase Therebucks, the There.com virtual currency, to buy clothes and accessories for their avatar, as well as property, pets and vehicles.
“With CC Metro, we can fully integrate our offline properties and partnerships to create new virtual world experiences,” continued Kruse. “The sophisticated environment and creative freedom offered at There.com helped us create a community that is packed with the type of fun, engaging activities we imagined.”
The Coke Studios area of MyCoke.com, which debuted almost five years ago, was the first consumer product site on the Internet to offer people an online virtual world experience. Makena’s There.com, which launched in 1997, is a recognized leader in providing a PG-13 platform that assures the protection of both users and brand partners. Together, Makena and Coca-Cola have created a community featuring more life-like avatars, exclusive new activities and enhanced socialization options for members.
“The safe, PG-13 environment and engaged audience at There.com are right in line with the Coca-Cola brand,” continued Wilson. “That’s why we know that MyCoke.com and There.com members are going to love the new experiences waiting for them at CC Metro.”
The new virtual environment will initially be focused on U.S. consumers, but it has the potential to be activated by other countries. This new partnership with Makena offers
Coca-Cola a global platform through which countries around the world can create their own, locally relevant virtual worlds within There.com. Having a global virtual world platform provides different markets with readily available resources and technology designed to help them build customized experiences for their consumers.
MyCoke.com members and There.com members will be able to access the new Coca-Cola continent through the MyCoke.com site as well as through There.com. CC Metro will replace Coca-Cola’s current virtual environment, ‘Coke Studios.’
About The Coca-Cola Company
The Coca-Cola Company is the world`s largest beverage company. Along with Coca-Cola, recognized as the world`s most valuable brand, the Company markets four of the world`s top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world`s largest beverage distribution system, consumers in more than 200 countries enjoy the Company`s beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at www.thecoca-colacompany.com.
About Makena Technologies, Inc.
Makena Technologies is the parent company of There.com, a fully interactive, 3D online virtual world where members can customize and create their own 3D character, meet and hang out with friends in real-time using voice and text chat, build their own virtual homes, participate in events ranging from car races to paintball to fashion shows and even create and sell their own virtual items. There.com is a safe and exciting “PG-13” environment for ages 13 and up that has something to offer nearly anyone. Makena Technologies was also recently nominated for an Emmy Award for their work on the Virtual Laguna Beach property for MTV Networks. Makena Technologies has offices in San Mateo, CA and Laguna Beach, CA. For more information, visit http://www.there.com.
Aimee Yoon | Dotted Line Communications