The Expedition 206 campaign will see three young people visit 206 countries where Coca-Cola is sold, documenting their journeys with videos, photos and blog posts on expedition206.com.
The activity kicks off with three teams battling it out for the chance to take part. The site showcases video and photo content from each team and asks visitors to vote for their favourite by connecting from their social media platforms, such as Facebook, Twitter and YouTube.
The winning team’s journey will be documented on Facebook, YouTube, Twitter and Flickr as well as on Expedition 206. Throughout the journey, people visiting the site can influence what the teams do by suggesting places to visit in each country.
Voting ends on 6 November and the winning team will embark on their trip from Madrid on 1 January 2010, ending in Atlanta on 31 December 2010.
Adam Brown, director of the office of digital communications and social media at Coca-Cola, said, “This mash-up of social media with an amazing journey, enthusiastic travellers and a theme of happiness is a great way for us to connect with people around the world. The global adoption of social media has given us a way to deliver a year-long reality TV series without the TV.”
This story first appeared on newmediaage.co.uk