I received my copy of There Fun Times today in my email box and was interested to see that Coca-Cola were opening and island in the 3D virtual world of There.com. It's amazing to see how many big brands now have a presence in a virtual world of some kind. It's especially surprising that Coca-Cola are using There.com as it has had none of the high profile publicity that Second Life has attracted. It may well be that There.com as attracted a big proportion of the younger age group that CC want to market to. There.com certainly has a much younger and lighter feel that SL and it does seem to be designed more around the concept of having fun ( in a less adult way).
Anyway it's good to see that Second Life isn't the only player and that big companies are looking beyond that and taking other virtual worlds seriously as a place to promote their brand.
Read There Fun Times article on Coca-Cola partnership
Read my learning technology article on There.com