The Lost Island of Alanna
A graphic adventure game and viral marketing initiative for Cherry Coke.
In the fall of 1997, Dale Leary conceived and directed a graphic adventure video game and marketing initiative for Coca-Cola Cherry, developed with Raintree Media partner Michael Hall. Released in spring 1998, *The Lost Island of Alanna* was an early example of integrated digital, viral, and social marketing on the internet. The campaign included a distributed CD-ROM game, social chat rooms, under-the-cap codes, special product packaging, advertising, outdoor media, and two promotional websites, all produced and managed nationally by Raintree Media for the promotion's full duration.
The strategy aimed to create an underground campaign that would make Cherry Coke more appealing to teens and young adults in the emerging wired generation. It succeeded in shifting the brand's perception among young consumers. Raintree Media implemented the campaign by fostering consumer engagement through underground social dialogue, integrating product placement into the game's myth. In the game, players explore an island where an ancient civilization, wiped out by a volcano before sharing its wisdom, used clay bowls and a mixture of sparkling water and cherries in tribal ceremonies. This cross-referenced Cherry Coke bottles, whose labels featured cuneiform clues, prompting players to solve the mystery. Additional clues appeared on the Cherry Coke website and a fictitious Standlake University of Cultural Anthropology site, which posted journal entries. Viral elements included hidden symbols under bottle caps, cuneiform bottle packaging designed by Raintree Media, and clues hidden in mainstream Cherry Coke magazine ads. Socially, teams of teens managed by Raintree Media leaked clues in chat rooms. The brand was minimized within the game, which was unusually complex for a promotional title; players received little information and no obvious goals, simply exploring the island and interacting with the brand through real-world communication points to create dialogue with the emerging Millennial generation.
Gameplay involved a first-person journey through a small interactive island focused on puzzle solving. Players clicked locations on screen, and scenes crossfaded to new frames for further exploration or puzzle solving. The game had a single ending, after which a fortune cookie engagement was revealed—a secondary under-the-cap mechanism extending the promotion beyond its standard
- field
- Video game / Marketing campaign
- known_for
- Early integrated viral and social marketing for Cherry Coke
- developer
- Raintree Media (Dale Leary and Michael Hall)
- brand
- Coca-Cola Cherry
- release_year
- Spring 1998
- production_year
- Fall 1997
Lore & Background
The Lost Island of Alanna was conceived as an underground campaign to increase Cherry Coke's appeal to teens and young adults of the emerging wired generation. The game's plot involves a shipwreck off Syria pointing to an ancient civilization called Alanna, which was destroyed by a volcanic eruption around the end of the late Bronze Age. Players explore a small interactive island, solving puzzles to unlock the secrets of eight stone tablets and find a hidden chamber. Clues were distributed through multiple channels: cuneiform characters on Cherry Coke bottle labels, a fictitious Standlake University of Cultural Anthropology website, hidden symbols under bottle caps, and mainstream magazine ads. Raintree Media also managed teams of teens who leaked clues in chat rooms to create underground social dialogue.
Reader's Guide
The Lost Island of Alanna is significant as an early example of integrated digital marketing that blended a complex CD-ROM game with real-world product packaging and social media (chat rooms). Unlike typical promotional games, it minimized brand presence within the gameplay and provided no obvious goals, encouraging exploration and social interaction. The campaign was a marketing success, shifting Cherry Coke to a youth brand in consumers' minds. Its endgame mechanic—a fortune-cookie-style under-the-cap system with 32 bottle labels and 16 cap codes—extended the promotion beyond the standard period. The game sold 750,000 copies in two months via request and was widely accepted as a 'great free game'. Its success led to subsequent interactive campaigns by Raintree Media for the Coca-Cola Company, including the NHL Challenge for Powerade and Time Tremors for Cherry Coke.
Did You Know?
- The game was produced for Coca-Cola Cherry in fall 1997 and released in spring 1998.
- Clues were leaked in chat rooms by teams of teens managed by Raintree Media.
- The game had a single ending, after which a fortune-cookie-style under-the-cap mechanism extended the promotion.
- Unique double-disc sets, one for the buyer and one for a friend, were included with GamePro magazine in July 1998.
Frequently Asked Questions
What is The Lost Island of Alanna?
It is a graphic adventure video game created as a promotional vehicle for Coca-Cola Cherry. The title was distributed on CD-ROM as part of a broader late-1990s marketing push.
Who made The Lost Island of Alanna?
Dale Leary conceived the concept and directed the project, working alongside Raintree Media partner Michael Hall. Raintree Media also handled all national production and campaign management.
When was The Lost Island of Alanna released?
The project was developed in the fall of 1997 and made available to the public in the spring of 1998.
Why is The Lost Island of Alanna considered important in gaming history?
It is frequently cited as a pioneering effort in blending viral, social, and digital marketing into a single internet-based campaign. The promotion wove together chat rooms, under-the-cap redemption codes, special packaging, outdoor advertising, and two dedicated websites around the game.
What brand was The Lost Island of Alanna actually promoting?
The game served as the centerpiece of a Coca-Cola Cherry marketing initiative. It was one component of a larger multi-channel strategy that included interactive online experiences and physical product tie-ins.
More in Advergames 1-24
Spotted an error? Know more?
This is a living reference — every entry is fact-audited, and reader corrections feed straight into our audit queue. Suggest an edit · See this site's audit record