A virtual 3-D iCoke city was built on 1 April 2006 to realise a community celebrating variety. Different city corners reveal distinctive consumer interactive experience focusing on gaming, instant messaging, blogging, avatars, sports, passion for brand, and digital entertainment. With more than twenty campaigns a year and never-dull experiences and prizes in the city, iCoke.cn successfully increased the time youth spent with the brand and was able to provide more reasons for the youth to prefer and purchase Coke.

Millions of prizes, virtual or physical, were redeemed via pin-codes or won by campaign participations. In less than 12 months iCoke.cn attracts millions of members, capturing 25% of Chinese Internet population. The seamless activation between digital marketing, brand love, and consumption was successful in extending the Coca-Cola experience in a relevant and powerful way in the online world of Chinese youth.