iCoke.hk is an online platform that connects Coca-Cola and target groups, (13-25 year olds who are internet savvy, explorative Coke fans) by building an engaging WORLD in which a Coke Self Identity is created, through which they involve, connect with others, and consume "Coke Experience" online! Within the iCoke community, users are engaging in different VIRTUAL activities by utilising Coke points, including building their room, profile, avatar; they are encouraged to meet friends within the community and interact with each other through visiting forums, each others' rooms and chatting. With activations of various marketing activities, members are rewarded with REAL incentives.