Coca-Cola Tries the UGC Side of Life

The Coca-Cola Company has morphed its longtime corporate Web site at Coca-Cola.com into an international brand portal with user-generated content in mind.

The new site, designed by AKQA, marks the first global integration of the company's digital presence.

The site launch is part of the company's global "Coke Side of Life" campaign. A series of monthly challenges will encourage people around the world to create videos in response to a theme. The first challenge on the site, "The Essence of You," is drawn from Wieden + Kennedy's advertising for the client. "If you could bottle the essence of you and share it with the world, what story would you tell?" asks the site.

Site visitors will be able to vote on each other's work, and a winner of each challenge will get video equipment and editing software worth around $5,000, wherever they may be in the 26 countries.

Source: ClickZ Network

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