Abstract
Coca Cola is a big company in the food and beverage industry, in order to immerse their market share into young generation; this firm has established Mycoke.com in 2002 and succeeded their business as the first company in the industry use virtual world as a new kind of media. In 2007, they expand their glory via join "there.com" world and open "CC Metro Island" which still target to young generation's behavior. Base on a true story, this report aims to analyze Coke's virtual world in manner of culture, brand personalities, motivation and consumer's attitude to apply to "U by Kotex" from Kimberly & Clark firm also targets to young generation.
