There.com parent Makena Technologies announced a partnership with Coca-Cola that has migrated the Coke Studios virtual world to the There.com platform, unveiling a new community called CC Metro.
The CC Metro environment will offer activities focused on music, gaming, sports and entertainment, including a hoverboard skate park and a theater presenting Coca-Cola videos. There's also a "music mixer" tool that will let users develop their own music, and users can chat via text or voiceover IP. The avatar characters are called v-egos and are presented in a cute style (as opposed to high realism); add in the isometric 3D look and the package calls Habbo to mind.
Other brands associated with Coca-Cola, like American Idol, NASCAR and the Olympic Games, will also be part of CC Metro. The virtual world will also integrate Coca-Cola's My Coke Rewards online rewards program, allowing users to trade reward points for virtual items at a designated online store in CC Metro. Members can also customize their avatar and obtain property, pets and vehicles using Therebucks, the There.com in-world currency.
The companies say this new virtual environment will initially be focused on U.S. consumers, but may expand to other countries, highlighting the global availability of There.com's platform, which would allow different markets to customize CC Metro for regional consumers.
Worlds in Motion spoke to Carol Kruse, vice president of Global Interactive Marketing at Coca-Cola, about the evolution of MyCoke.com and the new endeavor.
Can you tell us about the previous incarnation of Coke Studios, and why you chose to migrate it into There?
“Coke Studios,” the first Coca-Cola virtual environment originated almost five years ago (January 2002) as CokeMusic.com. Coke Studios is a popular, interactive virtual community where people can connect with each other through personalized avatars. Coke Studios is primarily focused on music related content and activities.
Coke Studios was a pioneer in consumer product virtual environments when it launched, but as the digital world has exploded, virtual worlds have become incredibly sophisticated. Recognizing this, we wanted to take Coke Studios to the next level and create a more life-like, multi-layered experience for our members.
To evolve Coke Studios we needed a digital partner that offered technology and capabilities that we didn’t have. Working with There.com we‘ve built “CC Metro,” a richer, proprietary Coca-Cola virtual experience where people can connect and have fun. 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.
What might you advise from your experience on the benefits of a major brand having its own disparate virtual world as opposed to being part of an existing one?
The answer to this question isn’t really an “either/or” answer. We’ve seen benefits from our own virtual world with Coke Studios, but we also see benefits in joining an existing virtual world. If we didn’t, we wouldn’t be launching our new community, CC Metro, within There.com. While we learned a great deal from Coke Studios, moving forward we‘ll see even greater benefits through our virtual world within There.com.
Ultimately we knew we wanted to create a better virtual experience for our members. Bringing together our experience and brand expertise with Makena’s technology and the flexibility and creativity provided through There.com, we think we will have the best of both worlds.
Why does a virtual world presence appeal to Coke right now, and do you see the brand's role in online worlds persisting?
Since we’ve had a virtual world presence for almost five years, it’s not about whether the concept is appealing to Coca-Cola right now. Based on our experience, we already know that virtual worlds can be successful. Our focus for right now is taking the experience we’ve gained with Coke Studios and our marketing expertise and collaborating with a partner, in this case There.com, to take our virtual world to the next level.
And, yes, we see our role in virtual worlds persisting. We’ve had a virtual world presence for almost five years, and we have several other virtual worlds in other countries like Spain. Plus, we’re launching a new and improved virtual world with CC Metro. We think all that speaks to our focus on continuing to use virtual worlds a way to connect our brands with consumers in the digital space.
What made you choose this particular way of integrating with There, as opposed to simply putting, say, Coke vending machines inside the world and rewarding users for using them, or using realistic in-world ads like virtual billboards or video spots?
We have learned from our experience with Coke Studios that a virtual world must be experiential, interactive, offer a variety of activities, and provide people with multiple ways to connect within the community. While more traditional “advertising-type” tactics can deliver a message they don’t provide an experience.
With CC Metro, our focus is on offering an experience rooted in the uplifting, optimistic attitude of the ‘Coke Side of Life,’ which is our core brand focus. Choosing to live on the Coke Side of Life – in the real world or the virtual world -- is choosing fun and CC Metro reflects that attitude.
Comments (39)
I was watching my fiancee playing the game ,and It was fun ,just looking at him having fun lol.
Posted by catherine l. Donato | December 19, 2007 6:47 PM
Posted on December 19, 2007 18:47
I really can't see why MyCoke staff would do such a downgrade? There is horrible! Why would anyone play such a game. It's laggy as hell, the graphics are blocky and unproportional and it's not fun at all. MyCoke staff should've just kept MyCoke the way it was. Everyone who used to play MyCoke is quitting thanks to you guys. Why would you do such a thing? You gave us the impression that we were getting our own new game, not this shit. You should've warned us that you were going to merge with There. If we wanted to play There, we would've been playing There. We wanted to play MyCoke, not There.
Good job MyCoke, I never thought you'd make the same mistake by switching from 1.0 to 2.0, but apparently I was wrong.
Posted by Thomas | December 29, 2007 4:25 PM
Posted on December 29, 2007 16:25
Sorry to see Coke go...we all miss the music and the cds. I wish they would have given a separate place for all of us from MyCoke to continue with what we liked doing. Was there no way to put the studios in THERE like we had them????
What about us who were loyal users for 5 years? We just got tossed out to THERE....boom...New game in town.
Posted by Shay | December 29, 2007 8:23 PM
Posted on December 29, 2007 20:23
BRING BACK COKE STUDIOS
CCMETRO IS SO BAD
Posted by Billy | December 29, 2007 8:23 PM
Posted on December 29, 2007 20:23
I MISS COKE ! coke your mean for moving to There.com most people who loved coke are hating cc metro and want coke back !!! bring it back god dammit !
Posted by Ara | December 30, 2007 12:44 AM
Posted on December 30, 2007 00:44
I compleatly 100% agree with Thomas.
I really can't see why MyCoke staff would do such a downgrade? There is horrible! Why would anyone play such a game. It's laggy as hell, the graphics are blocky and unproportional and it's not fun at all. MyCoke staff should've just kept MyCoke the way it was. Everyone who used to play MyCoke is quitting thanks to you guys. Why would you do such a thing? You gave us the impression that we were getting our own new game, not this shit. You should've warned us that you were going to merge with There. If we wanted to play There, we would've been playing There. We wanted to play MyCoke, not There.
Good job MyCoke, I never thought you'd make the same mistake by switching from 1.0 to 2.0, but apparently I was wrong.
And CC-Metro is NOT FUN!
It is horrible.
Posted by Anton | January 3, 2008 12:18 PM
Posted on January 3, 2008 12:18
3D environments are the wave of the future. COKE got this right. It is just that some people like to live in the past or cannot afford a good computer and a reasonable graphics card.
This is a step up for Coke, but it will leave behind all those who have not yet bought into the next generation of computer hardware or highbandwidth internet connection.
Sucks to be them!
Posted by Gettlman | January 3, 2008 1:03 PM
Posted on January 3, 2008 13:03
gentleman ur dumb. its not about internet connections. ccmetro is by far the most boring online game i have yet to try. all you do is run around on hoverboards and talk to people. it is lame and cokestudios was way better.
Posted by bob | January 5, 2008 12:27 PM
Posted on January 5, 2008 12:27
I personally think that There.com's integration with coke is a great thing. mind you i never played coke but being an island guide in there.com i have heard a bit from new members that have came from coke. cc metro may not a very fun place to play around at, [yet, keep in mind the island cc metro is on is huge. room to grow (hint hint)] but there.com it self is very fun. you can do more than chat and hoverboard. you can attend live broadcasted concerts and meet celebrities. yes its a shame the music mixer is gone but there.com will eventually upgrade to support such a feature. for those of you who are quitting mycoke may i offer advice. give there.com a chance... or perhaps you should visit a website such as tbux.com and convert your therebucks into cash. that way you can smile at the fact that you actually got paid for all those years in coke.
hope to see you in there! 'tu
DLMckenzie2004
Posted by dlmckenzie2004 | January 29, 2008 1:06 AM
Posted on January 29, 2008 01:06
MyCoke and Coke 2.0 was bad enough. NOT THIS!!!
Posted by dakota | February 6, 2008 11:48 AM
Posted on February 6, 2008 11:48
Coca-Cola was so dumb for handing it over to There.com. I thought when Mycoke changed from 1.0 to 2.0 is was terrible but THIS is terrible.
I can't believe they would do that to all of us who loved cokestudios so much.
Posted by Joe | February 16, 2008 6:17 PM
Posted on February 16, 2008 18:17
wow.. i cannot believe they would do this. seriously, i am never drinking another coke ever again.
CC Metro fucking blows.
Bring back coke
Posted by BRING BACK COKE | March 1, 2008 8:43 PM
Posted on March 1, 2008 20:43
Whoever that gettlman guy is he must have never played the original coke studios.
BRING BACK COKE STUDIOS OR ELSE WE'LL ONLY DRINK PEPSI!!!
Posted by Marques Smith | March 17, 2008 4:51 AM
Posted on March 17, 2008 04:51
How could u do this !!!! There.com is crap!! CCmetro is crap!! Please do the right thing and bring back cokestudios! COKESTUDIOS WAS LEGIT!!
Posted by Devin | March 19, 2008 8:34 PM
Posted on March 19, 2008 20:34
look CC Metro is booty man yall need 2 put coke studios back on i luv dat thing man i use 2 be on it a lot of times so please put it back on
Posted by Lorenzo | April 5, 2008 11:54 PM
Posted on April 5, 2008 23:54
calling for a boycott of all coke products! BRING BACK COKE STUDIOS!!!!!!! who's with me!
Posted by T.R. | April 20, 2008 5:16 PM
Posted on April 20, 2008 17:16
Ok i had enough, BRING BACK COKESTUDIOS!!!
Posted by Joey | May 8, 2008 5:06 PM
Posted on May 8, 2008 17:06
i think you all didn`t give there.com enought time. there.com is a big world u just need to get out there an play. there are club to join and things to do come back and see. if u need help ask a island guide we are there to help u plzz.
Posted by kathy | May 14, 2008 7:41 AM
Posted on May 14, 2008 07:41
hey people This is JONATHAN5k2006 listen up.... COKE STUDIOS I AGREE but.... the voice for the coke people and buggies you didnt have in that game....
another thing is:
There isnt the biggest place
coke studios isnt the biggest place
HABBO HOTEL! - is the biggest game out here but then again THERE.com is better....
Posted by Jonathan | May 14, 2008 8:50 AM
Posted on May 14, 2008 08:50
we miss itt. usss, hardcoree coke userss. miss is VERY. we were SO weathly on theree. anddd. on the BS aboutt. your going to get your coins worth anddd. what nott. i didnt get anythingg/ hahahaq/ just make it easyy. andd. bring coke bacck..
its that easyy. i bet you will have more people playing coke if you bring it back then when it used to be theree. SO.
BRING COKE STUDIOS BACKK!.
Posted by BRING COKE BACK. | May 17, 2008 2:14 PM
Posted on May 17, 2008 14:14
I WAS PLAYING COKE STUDIOS FROM WHEN IT OPENED!
I HATED THE 2.0 UPGRADE, BUT THIS IT TOTALY OUT OF THE PICTURE!
IT IS SO LAGGED AND ALL MY GOOD FURNI HAS GONE!
ATLEAST TRADE THE FURNI OVER ONTO THERE.COM, OR KEEP COKESTUDIOS ASWELL AS THERE.
AS YOU CAN SEE FROM THESE COMMENTS EVERYONE HATES CC METRO, YOUVE MADE A BIG MISTAKE, THE ONLY REASON YOU DONE THIS IS PROBABLY TO GET MONEY OF THERE.COM
EURGH, WHY SHOULD I JUST LET ALL MY FURNI DISSAPEAR WITHOUT WARNING?
Posted by Barney | May 20, 2008 5:33 PM
Posted on May 20, 2008 17:33
I've been playing cokestudios since the beginning and it's pretty much one of the best games ever. Why coke went with there i don't know. It was so dumb and they lost lots and lots and lots of gamers because of it. They got rid of an amazing game. We can hope cokestudios will come back. I MISS MY FUNRI!! AND COKE STUDIOS!
Posted by Nick | May 27, 2008 3:45 AM
Posted on May 27, 2008 03:45
Im very upset. I loved the cokestudios game which was so much better then habbohotel because it was free and you got a chance to earn your own furniture by making a good mix cd!. The coke company was REALLY SMART for having COKESTUDIOS but NOT cc metro the game is so boring and its not a good advertiser for coke at all? when I played cokemusic I was always asking my mom to buy coke because well I loved to drink coke while playing the game so they were smart before with there marketing but theyve probably lost sales because they changed this game please BRING IT BACK!.
Posted by Tina | June 8, 2008 11:00 AM
Posted on June 8, 2008 11:00
screw cc metro its sucks like hell.
WE NEED COKE STUDIOS BACK!!!
Posted by austin curry | June 12, 2008 8:50 PM
Posted on June 12, 2008 20:50
cc metro/there sucks!!!
cokestudios was the best, i miss it.
Posted by daniel | June 16, 2008 4:23 AM
Posted on June 16, 2008 04:23
OMG!! You guys are idiots! Coke could have made more money by selling DB's on the underside of coke lids.. which they prolly did i dont know.. But whoever commented about how CCMetro is 'Next-Gen' and your leaving the bad computers in the dust, thats BS.. cause those gfx are T E R R I B L E.. My eyes are STILL swollen from the crappy graphics, and i still cant believe how CRAPPY they are! CokeStudios graphics were WAY more tolerable than this crappile of sourcecode...
Posted by Trey | June 20, 2008 11:08 AM
Posted on June 20, 2008 11:08
I played coke studio's from 2002 and stopped playing a short while after the so called 'upgrade' to 2.0, due to all the new folk playing who became fucking annoying they called everyone n00bs, even people like BLiNGRECORDS, and Hail would get called n00bs by stupid kids who would buy 50 bottles of coke a day to get their shitty nemo furniture, while us with gold records and pins be called n00bs by these idiots, but a few days ago I returned to see what cokestudios was like now, to find this shit, coke you have fucked yourselves over with this one. I'm not suprised this has happened actually, the mods were lazy bar 1, and the developers were even worse, coke is a multibillion $ brand and they cant even find staff who can keep their deadlines, or even bother to change the page which says coke 2.0 will be open on blah blah, when that date passed like 3 months ago.
Posted by Xoop/Scrambled | June 24, 2008 4:13 AM
Posted on June 24, 2008 04:13
WHAT THE FUCK!?!?!? COKE STUDIOS WAS THE SHIT!???! THIS GAY CCMETRO IS SOO LAME NOBODY PLAY'S IT..PLEASE BRING BACK COKESTUDIOS OR I WILL HUNT YOU MOTHA FUCKAS DOWN
YA DIGG!?!?
WEEZY OUT!?!?
Posted by Sp3nce | June 26, 2008 9:45 PM
Posted on June 26, 2008 21:45
THERE.COM is the worst move coke could have made, did it really worth buy ever coke user tbux? Instead you could have used that money to have mycoke running for the enjoyment of others, and what about the loyal people who have been players for 5 years!!! Since the 1.0. Never in my life did I think this would happen, COKE YOU JUST LEFT US ON THE SHIP! AND NOW ITS SINKING! You took mycoke with the ages of 12-16 and put them with there which is like ages 9 - 60?! Insanse! Atleast have some respect and open a beta or something?! I gurantee you will get back all your pervious users!
Posted by There.NOT! | July 1, 2008 7:55 PM
Posted on July 1, 2008 19:55
OK honestly, people who Disagree that by Coke Studios upgrading to CCmetro is a bad idea, YOU are completely stupid and ignorant.
Maybe You never played Cokemusic aka MyCoke.
It was by far my most favorite online game, and I never really bother to play games on the internet, but I was by far hooked on this. Best of all it was a Habbo but FREE.
and It was very, very addicting, I played Cokemusic from the very start, and I truly miss it.
The new CCMetro, Is stupid. laggy, not fun and just plain out boring. Maybe Coca-Cola should bring it back and see how much there fan base will grow again. I am truly upset by this and now I hope they make It again or a new game designer makes something similar to it.
Coca-Cola. You truly messed up this time.
Posted by Worst Decision Yet, Bring Back Cokemusic. | July 5, 2008 6:15 AM
Posted on July 5, 2008 06:15
Better graphics does not necessarily mean a better game... I liked mixing music and earning Decibels. You can't do that anymore.
It's not an upgrade, it's a completely new thing. Which is great if you're into There.com, but what about those of us who liked Cokestudios? Where's our game?
Posted by Riss | July 5, 2008 6:56 AM
Posted on July 5, 2008 06:56
See how many people loved coke-studios you people should really start listening to the fans.
I could guarantee that if coke-studios came back it would have a lot more people online then before.
Hey, everyone that loved coke-studios here's an email that you can keep bothering so that they could put back mycoke.
mycoke.support@na.ko.com
Posted by Luis | July 5, 2008 12:04 PM
Posted on July 5, 2008 12:04
omfg you haveee to bring coke back, it was the most frikken awesome net game ever. there.com is fucken shite i swear its sooooo bad.
BRING-COKE-BACK !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
omg
i heard they might bring it back if enough people complain cus so many people have complained, just e-mail mycoke.com and after a while it will be back :D:D:D
BACKKKKKKKKKKKKKKK BRING IT BACKK !!
sheyden_ox
Posted by sheyden_ox | July 9, 2008 9:50 PM
Posted on July 9, 2008 21:50
when the cokemusic.com's original homepage changed, I began to complain. I loved being able to see my character on the main screen. Luckily cokestudios was the same. Then 2.0 came. Everything began to lag. That was absolutly awful. I dealt with that though. Throughout those years I built awsome rooms. I got to be number 1 on the list. Then CCMetro changed. Everything I bought and created was gone for some crapy 3d adventure that should be considered copyright. This is just like second life. Come on.
Posted by Pat | July 13, 2008 9:44 PM
Posted on July 13, 2008 21:44
I HATE ccmetro.
BRING COKESTUDIOS BACK!
Posted by NeverReturn | July 14, 2008 11:36 AM
Posted on July 14, 2008 11:36
EVERY ONE needs to go to mycoke.com and and send them a message asking to bring mycoke back...
and if they get enough complaints then they'll have to put it back!!!!!
And CC metro SUCKS my balls!!!!
Posted by luke | July 20, 2008 10:55 AM
Posted on July 20, 2008 10:55
EVERYONE needs to send mycoke a messgae saying you want coke studios back!!!!!
Posted by luke | July 20, 2008 10:57 AM
Posted on July 20, 2008 10:57
Sucks total ass. Why move to something so rubbish its putting users off. Terrible
Posted by Ben | July 20, 2008 3:10 PM
Posted on July 20, 2008 15:10
CC Metro sucks ass!
Why the hell would they do this to coke studios?!
They need to change it back.
Honestly. No one likes CC Metro anyways.
Its like 7 steps down from coke studios
Posted by Trisha | July 24, 2008 7:55 PM
Posted on July 24, 2008 19:55