Crayon and Coca Cola launch campaign using Second Life

Coca-Cola has just announced a design competition to create a Virtual Thirst machine - a device that delivers a refreshing experience within the virtual world of Second Life. It's open to all (not just Second Life residents), and entrants don't have to be an expert scripter or builder. The winning entrant, chosen by a group of in-world residents and builders, will be flown to SF to work with top Second Life company Millions of Us to see their idea become a virtual reality. Entries can be submitted via email or youtube.

The main site is at VirtualThirst.com, which houses all the details, and where you can see videos of example prototypes that have been built, watch video diaries of some of the team, link through to a Second Life pavillion where you can see functioning machines, and read an extensive press release. You can also see images on flickr.

Joe Jaffe, president at crayon, said Coke's approach in SL is understated. "It's just one event in-world--25 people attended, but it's a seed," Jaffe said. "Our advice was to start small and then build conversation around the small idea. That's the long tail of creativity. This is less about a Second Life project and more about being able to take the whole concept of thirst and position it as a thirst for meaning, knowledge, love, self-expression and a thirst for an experience."

Submission guidelines for each and contest rules appear on MySpace, as well as on "crayonville Island" in Second Life. The entry deadline is May 2.