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THE WINNING CONCEPT:
The winning concept, as selected by Second Life residents, was Ann Marie Mathis' "Magic Coke Bottles" concept: Scattered around Second Life's environments are over a dozen bottle-shaped puzzles, which when successfully solved immerse all nearby in a unique and refreshing virtual experience. The avatar that solved the puzzle is automatically given one of several cool prizes which they can then freely copy and distribute to others.  THE WINNER’S STATEMENT:
"The essence of my idea is this: have the bottle be a vehicle to the experience. Make it immersive and cool, and then give me something to take away that adds to my everyday Second Life experience. I wanted something that residents will like and use." |
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The Coca-Cola Company has been in virtual worlds for several years - from Coke Studios, to World of Warcraft, to CC Metro, to Habbo Hotel, Coke has been exploring virtual space alongside its consumers. However, it was Coke's entry into Second Life in 2007 that drew mass media attention - Second Life's openness to user-generated content, and Coke's openness to what residents were already doing with the brand led many to take notice. From the contest's inception through the winning entry's unveiling, Coca-Cola collaborated with residents in determining the concept, publicizing the entry period, judging the entries, and building the final winning entry to give back to the community. Read more about the contest specifics, judges, musical artists, and the Magic Coke Bottles that are now being brought across Second Life by residents in the links below.
 
Press Release: HTML | PDF Social Media Press Release - 5/31/07: HTML Social Media Press Release: - 4/16/07 HTML Social Media Press Release - 11/8/07: HTML Press Event 1: MP3 Press Event 2: MP3 Unveiling Remarks: MP3 Mike's Video Log |