Coke: Wooing The TiVo Generation

"Coke has diverted money into new initiatives that allow it to embed itself into the favorite activities of its target audience, everything from sports to music to the Internet. In Spain, Coke launched a Web site where the large share of twentysomethings who still live at home can design their own 'virtual apartment,' Sim-City-style. In Britain, the soda giant created a Web site, myCokeMusic.com, that lets surfers mix their own tracks -- and then submit them for a 'thumbs up' or 'thumbs down' review by peers."