MyCoke
Coca-Cola's virtual world for music, socializing, and brand engagement.
MyCoke, originally launched as Coke Music, was a promotional website for Coca-Cola products and branding. It debuted in January 2002, built by the Atlanta-based digital agency Studiocom (now VML Inc) using core technology from Sulake Corporation, the company behind the popular online game Habbo Hotel. The site offered various games, sweepstakes, music downloads, and Coke-related media, but its central attraction was a virtual world called Coke Studios.
Coke Studios closed on December 6, 2007, directing users to join CC Metro, a part of the There platform. There itself shut down on March 9, 2010. The MyCoke website continued operating for several more years, hosting minigames and Coke-related media.
The main gameplay in Coke Studios involved socializing, mixing music, and decorating virtual interiors. The in-game currency was decibels (DB), earned through activities such as receiving 'Thumbs Up' votes from other users while performing music, drinking virtual Coca-Colas found in crates, vending machines, and refrigerators, playing other games on the Coke Studios website, or filling out surveys. Public studio locations were based on real cities like San Francisco, Mexico, Goa, Tokyo, and London, where users could queue to perform songs they created with the music mixer on a stage. Version 2 of Coke Studios, released in late 2004, ran on a new technology platform called Galapagos, developed by Studiocom, and introduced new locations plus a special double-reward area called the Coca-Cola Red Room.
Coke Studios ran sponsored promotions tied to several high-profile films and television shows, including *Shark Tale* (October 2004), *Batman Begins* (June 2005), *American Idol* (April 2005, 2006, and 2007), FIFA (June 2006), and NCAA (2007). During these sponsorships, the game released themed furniture. The *Shark Tale* promotion transformed the entire game, turning avatars into fish and rooms into underwater environments, and added new minigames. Many items, including promotional NCAA furniture, had to be redeemed through the My Coke Rewards website.
The MyCoke website also featured several smaller minigames tied to Coke Studios. Players used their avatars (called virtual egos or V-egos) to compete against others or the clock, earning decibels or virtual furniture prizes. These games were especially popular when Coke Studios was closed or at full capacity, and mu
- launched
- January 2002
- closed
- December 6, 2007 (Coke Studios); MyCoke website remained open for multiple years
- field
- Virtual world / online marketing
- known_for
- Coke Studios social music-mixing game and virtual world
- developer
- Studiocom (now VML Inc)
Lore & Background
Coke Studios was the main feature of MyCoke, focusing on socializing, mixing music, and decorating interiors. The in-game currency was decibels (DB), earned through receiving 'Thumbs Up' votes, drinking virtual Coca-Colas, playing other games on the site, or filling out surveys. Public studio locations were based on real-life cities such as San Francisco, Mexico, Goa, Tokyo, and London, where users could queue to play their created songs on a stage. Version 2 (v2) of Coke Studios was released in late 2004 on a new technology platform called Galapagos, created by Studiocom, featuring new locations and a special double-reward 'Coca-Cola Red Room'.
Coke Studios had sponsored several high-profile films and television shows including Shark Tale (October 2004), Batman Begins (June 2005), American Idol (April 2005, 2006, and 2007), FIFA (June 2006), and NCAA (2007). 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 movie characters, with underwater-themed rooms and new minigames. Many game items, including promotional NCAA items, had to be redeemed through My Coke Rewards.
On December 6, 2007, Coke Studios closed and encouraged users to join CC Metro, which was part of There. CC Metro was an online spin-off of the virtual world There, developed by Makena Technologies and sponsored by Coca-Cola. It was released December 6, 2007, but closed on March 9, 2010 because of the closure of There. The MyCoke website remained open for multiple years to host minigames and Coke-related media.
Reader's Guide
MyCoke and its Coke Studios virtual world represent a significant early example of brand-driven online social gaming and marketing. By leveraging the technology behind Habbo Hotel, Coca-Cola created a persistent virtual space where users could socialize, create music, and earn virtual currency (decibels) through brand interactions like drinking virtual Coca-Colas. The platform's integration with major film and television sponsorships—such as the full-game transformation for Shark Tale—demonstrated a novel approach to immersive advertising. The transition from Coke Studios to CC Metro (powered by There.com) in 2007 reflected an attempt to evolve the experience into a more lifelike 3D world, as stated by Coca-Cola's vice president of Global Interactive Marketing. However, CC Metro's closure in 2010, following the shutdown of There, marked the end of this virtual world experiment. MyCoke's legacy lies in its pioneering blend of social gaming, user-generated music, and brand engagement, influencing later virtual worlds and marketing strategies. The site's minigames, such as V-ego San, Uncover The Music, and Recycler, provided additional engagement and rewarded players with virtual furniture, further deepening the ecosystem.
Did You Know?
- Coke Studios' in-game currency was called decibels (DB).
- The Shark Tale sponsorship turned every avatar into fish and rooms into underwater themes.
- Version 2 of Coke Studios, released in late 2004, used a new technology platform called Galapagos.
- CC Metro allowed players to use My Coke Rewards points to obtain various items in the game.
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