MyCoke


MyCoke was a website 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 video game company responsible for a similar popular online game called Habbo Hotel. The site hosted multiple games, sweepstakes, music downloads, and Coke-related media. However, Coke Studios was the main feature of the website.
On December 6, 2007 Coke Studios closed, and encouraged users to join CC Metro, which was part of [There (virtual world)|There]. There was closed on March 9, 2010. The MyCoke website remained open for multiple years to host minigames and Coke-related media.

Coke Studios

The main focus of the game was to socialize, mix music, and decorate various interiors. The in-game currency was decibels and they were rewarded for any of the following activities:
  • 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
  • Filling out surveys on the website.
There are various public studio locations within MyCoke based on real-life cities such as San Francisco, Mexico, Goa, Tokyo, and London. In these public areas, users can queue up to play a song they've created with the music mixer on a stage.
Version 2, or "v2", of Coke Studios 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'.

Promotions

Coke Studios had sponsored several high-profile films and television shows including:
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. Additionally, there was lot of cross-promotion with My Coke Rewards. Many game items, including the promotional NCAA items, had to be redeemed through this reward website.

Minigames

MyCoke's website also hosted a number of smaller games that tied into Coke Studios. Players would be represented by their avatar to compete either against other players or against the clock in order to earn decibels or prizes in the form of virtual furniture. The games proved to be very popular especially during times when Coke Studios was not open as well as when Coke Studios was at full capacity. The games also used a lobby system similar to Coke Studios if they involved more than one player. The games offered were:
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 hoverboard 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 voice over 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."
The virtual world was officially shut down on March 9, 2010.
On May 18, 2011, Michael Wilson announced that There.com will be re-opening, on the There.com homepage. All previous members will have access to their old avatars.