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Design the World a CokeForging Global Connections through a New World of "Bottle Bling" That Captures Spirit of Beijing 2008 Olympic Games ATLANTA, May 12, 2008 - Instead of putting a message in a bottle, now you can paint one right on it. Adding another artistic stroke to the Coke Side of Life campaign,
From now through the end of September, consumers can "Design the World a Coke" by going online to create their own artwork for the iconic contour bottle, right down to the artist's signature. And in the global spirit of the upcoming Beijing 2008 Olympic Games, people from different parts of the world can connect and collaborate on digital bottle illustrations and also produce "mashups" that fuse two distinct designs into one final, seamless look. In addition to "making the brand their own" through their Coke bottle designs, consumers can build their own bottle artwork galleries, vote for other favorite designs, and even post the digital creations on their personal Web pages. The Design the World a Coke digital experience is accessible through
the new Web site associated with The "The idea behind Design the World a Coke is to allow consumers
the opportunity to design, connect and share. It encourages people
to express themselves individually or in a team effort with a friend
or perhaps someone across the globe," said Tim Goudie, group
manager, Interactive Marketing, The Designing: The Creative First Step Objects can be flipped, rotated, resized and moved to the foreground or background during the design process, and visual elements can even be cloned, tiled or randomly sprinkled around the bottle. Users also can swivel and spin the bottle in 3-D, to view the progress of their designs from different angles. When submitting final artworks to the site's Bottle Design Gallery for others to view, designers can give titles to their respective creations and describe the inspiration for their art. They also have the option to electronically "sign" their bottles. When registering, visitors can customize their online identities by picking a favorite theme, such as "Good Times" or "Go One Better," and personal passion, such as music, sports, fashion or hanging out with friends. Connecting: The Mashup Way An individual can mash up his or her bottle design with someone else's design, utilizing a selection of mashup templates, such as horizontal or vertical stripes, or swirls. In addition, links for e-mail and instant messaging allow people to forge global connections and potentially collaborate in real time on bottle designs, rather than creating independent artworks that are merely pasted together. All digital bottles submitted on the site can be reviewed by various means, including a Bottle Design Gallery, a Mashup Design Gallery, and interactive, global maps of both solo and team designs and newly assembled mashup connections. The mashup map shows the countries of origin for separate bottle designs that have been mashed up and also highlights the fused artwork produced by the new "co-designers." The galleries enable visitors to search and sort bottle artworks by a designer's screen name, the latest design postings, the design ratings by others in the Design the World a Coke community, and even the mashup frequencies. Search results can be further refined by country, the date added, the theme or the passion. Design the World a Coke participants accrue Medal Points each time they create a new digital bottle and submit it to the Bottle Design Gallery and also when a mashup is created with one of their bottles. The site includes a live, running tally of original bottle designs and mashup activity both worldwide and by nation. Viewers can easily post comments about various designs, rate them, and connect with other bottle designers. For users with RSS readers built into their Web browsers, an RSS feed alerts them when anyone rates, comments on, posts as a favorite, or mashes up one of their digital bottles. Instructions for copying and pasting an RSS feed URL also are provided. Sharing: A 3-D Bling Thing New designers can see what others think of their artistic efforts. Users can rate other bottle designs (on a five-star scale) and post comments. They also can create a gallery of favorite bottles and mashups on their personal "My Bottles" pages, enabling them to expand their bottle collections and designer connections. Mashup with Olympians "With the Olympic Games about to unfold, we are inviting people
through Design the World a Coke to embrace that spirit, to say something
to the world and be part of a mass, participatory event - the single-largest
collection of positivity on the planet," said Kevin Tressler,
director, Worldwide Sports and Entertainment Marketing, The New Global Digital Marketing Platform "This global technology infrastructure allows us to swiftly
reach multiple markets with a variety of Web experiences, while delivering
a consistent brand message around the world," explained Carol
Kruse, vice president, Global Interactive Marketing, The The ### NOTE TO EDITORS: Media can retrieve a digital photo to accompany
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