With the help of new marketing company Crayon and design shop Millions of us, Coke has launched a Second Life promotion, Virtual Thirst.
They are running a competition to design a Second Life vending machine that dispenses "not Coca-Cola, but the ESSENCE of Coca-Cola: refreshment, joy, unity, experience". The winning concept will be built by SL developers from Millions of Us. Entries will be accepted through Second Life, YouTube and MySpace.
It'll be interesting to see how this new promotion is received by Second Life inhabitants, and the YouTube and MySpace communities. I'm sure many people will be watching this one closely.