MyCoke
Encyclopedia
MyCoke was an online
chat game used for marketing
the Coca-Cola
brand and products. It was created in January 2002 by Studiocom an Atlanta based digital agency using core technology from Sulake Corporation, the company responsible for a similar popular online game called Habbo Hotel
. Version 2 of the game was released in late 2004 on a new technology platform called Galapagos, created by Studiocom, and featuring new locations and a special double-reward 'Coca-Cola Red Room'. On December 6, 2007 MyCoke closed, and encouraged users to join CC-Metro, which was part of There. There was closed on March 9, 2010.
The main focus of the game was to socialize, mix music, and decorate various interiors. The in-game currency
was decibels, and was rewarded for doing various activities. There were various locations based on real-life cities where the user could perform music, such as San Francisco or Mexico
. Coke Studios had sponsored several high-profile films and television shows, in which events and promotions would happen on the website or the client.
was decibels, and was rewarded for: receiving 'Thumbs Up' votes from other users whilst performing music; drinking Virtual Coca-Colas found in crates, vending machines, and refrigerators; playing other games on the Coke Studios website; and filling out surveys. There are various locations based on real-life cities where the user can perform music available, such as San Francisco, Mexico
, Goa
, Tokyo
, and London
.
in October 2004; American Idol
in April 2005; Batman Begins
in June 2005; American Idol
in 2006; and FIFA
in June 2006. During these sponsorships, the in-game client released furniture advertising such shows. The Shark Tale sponsorship changed the entire game, turning every avatar into fish in the style of the characters in the movie, and the rooms were underwater themed. There were also new minigames to be played.
skate park and a theater presenting Coca-Cola
videos. Players could use a "music mixer" tool to develop their own music. The chat system was focused on textboxes or voiceover IP. Players could create their own customized avatar, and could obtain property, and buy pets and vehicles. CC Metro allowed players to use My Coke Rewards
points to obtain various items in the game.
Carol Kruse, vice president of Global Interactive Marketing at Coca-Cola
, stated in an interview that "to evolve Coke Studios we needed a digital partner that offered technology and capabilities that we didn’t have". She further stated that "There.com’s digital platform offered more flexibility and creativity to develop a more lifelike world through which we can deliver greater and more varied content."
There virtual world officialy was shut down March 9th, 2010.
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
chat game used for marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
the Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
brand and products. It was created in January 2002 by Studiocom an Atlanta based digital agency using core technology from Sulake Corporation, the company responsible for a similar popular online game called Habbo Hotel
Habbo Hotel
Habbo is a social networking site aimed at teenagers. The website is owned and operated by Sulake Corporation. The service began in 2000 and has expanded to include 11 online communities , with users in over 150 countries. As of August 2011, over 230 million avatars have been registered...
. Version 2 of the game was released in late 2004 on a new technology platform called Galapagos, created by Studiocom, and featuring new locations and a special double-reward 'Coca-Cola Red Room'. On December 6, 2007 MyCoke closed, and encouraged users to join CC-Metro, which was part of There. There was closed on March 9, 2010.
The main focus of the game was to socialize, mix music, and decorate various interiors. The in-game currency
Currency
In economics, currency refers to a generally accepted medium of exchange. These are usually the coins and banknotes of a particular government, which comprise the physical aspects of a nation's money supply...
was decibels, and was rewarded for doing various activities. There were various locations based on real-life cities where the user could perform music, such as San Francisco or Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
. Coke Studios had sponsored several high-profile films and television shows, in which events and promotions would happen on the website or the client.
Gameplay
The main focus of the game was to socialize, mix music, and decorate various interiors. The in-game currencyCurrency
In economics, currency refers to a generally accepted medium of exchange. These are usually the coins and banknotes of a particular government, which comprise the physical aspects of a nation's money supply...
was decibels, and was rewarded for: receiving 'Thumbs Up' votes from other users whilst performing music; drinking Virtual Coca-Colas found in crates, vending machines, and refrigerators; playing other games on the Coke Studios website; and filling out surveys. There are various locations based on real-life cities where the user can perform music available, such as San Francisco, Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
, Goa
Goa
Goa , a former Portuguese colony, is India's smallest state by area and the fourth smallest by population. Located in South West India in the region known as the Konkan, it is bounded by the state of Maharashtra to the north, and by Karnataka to the east and south, while the Arabian Sea forms its...
, Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
, and London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
.
Sponsors
Coke Studios had sponsored several high-profile films and television shows including: Shark TaleShark Tale
Shark Tale is a 2004 American computer-animated comedy film produced by DreamWorks Animation. In the story, a young fish named Oscar falsely claims to have killed the son of a shark mob boss to win favour with the mob boss' enemies and advance his own community standing...
in October 2004; American Idol
American Idol
American Idol, titled American Idol: The Search for a Superstar for the first season, is a reality television singing competition created by Simon Fuller and produced by FremantleMedia North America and 19 Entertainment...
in April 2005; Batman Begins
Batman Begins
Batman Begins is a 2005 American superhero action film based on the fictional DC Comics character Batman, directed by Christopher Nolan. It stars Christian Bale as Batman, along with Michael Caine, Gary Oldman, Liam Neeson, Katie Holmes, Cillian Murphy, Morgan Freeman, Ken Watanabe, Tom Wilkinson,...
in June 2005; American Idol
American Idol
American Idol, titled American Idol: The Search for a Superstar for the first season, is a reality television singing competition created by Simon Fuller and produced by FremantleMedia North America and 19 Entertainment...
in 2006; and FIFA
FIFA
The Fédération Internationale de Football Association , commonly known by the acronym FIFA , is the international governing body of :association football, futsal and beach football. Its headquarters are located in Zurich, Switzerland, and its president is Sepp Blatter, who is in his fourth...
in June 2006. During these sponsorships, the in-game client released furniture advertising such shows. The Shark Tale sponsorship changed the entire game, turning every avatar into fish in the style of the characters in the movie, and the rooms were underwater themed. There were also new minigames to be played.
CC Metro
CC Metro is an online spin-off of the virtual world There. It was developed by Makena Technologies and sponsored by the Coca-Cola corporation. It was released December 6, 2007, but closed on March 9, 2010 because of the closure of There. In CC Metro, activities were focused on music, and entertainment. The virtual world included a hoverboardHoverboard
A Hoverboard is a fictional hovering board used for personal transportation in the films Back to the Future Part II and Back to the Future Part III. Hoverboards resemble a skateboard without wheels. Through special effects the filmmakers depicted the boards hovering above the ground...
skate park and a theater presenting Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
videos. Players could use a "music mixer" tool to develop their own music. The chat system was focused on textboxes or voiceover IP. Players could create their own customized avatar, and could obtain property, and buy pets and vehicles. CC Metro allowed players to use My Coke Rewards
My Coke Rewards
My Coke Rewards is a customer loyalty marketing program for Coca-Cola soft drinks. Customers enter codes found on specially marked packages of Coca-Cola products on a website. Codes can also be entered "on the go" by texting them from a cell phone...
points to obtain various items in the game.
Carol Kruse, vice president of Global Interactive Marketing at Coca-Cola
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
, stated in an interview that "to evolve Coke Studios we needed a digital partner that offered technology and capabilities that we didn’t have". She further stated that "There.com’s digital platform offered more flexibility and creativity to develop a more lifelike world through which we can deliver greater and more varied content."
There virtual world officialy was shut down March 9th, 2010.