Clickz writes, that Coca-Cola tries the CGM side of marketing life:

The site launch is part of the company’s global „Coke Side of Life“ campaign. A series of monthly challenges will encourage people around the world to create videos in response to a theme. The first challenge on the site, „The Essence of You,“ is drawn from Wieden Kennedy’s advertising for the client. „If you could bottle the essence of you and share it with the world, what story would you tell?“ asks the site.

They are aparently trying to get a global perspective on the whole CGM thing, let’s see, it sound interesting nevertheless.