Coke Thinks Going Virtual Might Be The Real Thing

Coca-Cola is once again advertising in virtual worlds -- or perhaps interacting is the more accurate term. Coke has just colonized its own island in there.com, a virtual world that monitors itself for copyright infringements, and also tries to keep a lid on any naughty behavior. In other words, it's a brand-safe environment for all. In a real-world / virtual world mashup, Coke allows you to redeem bottle cap reward points to score Coca-Cola gear for your there.com avatar. So yes, even your imaginary stand-in can now provide branding for free.

The New York Times: December 7, 2007
By Louise Story