Just because you can do something, doesn't make it a good idea!
I haven't looked too deeply into it, but at first glance this seems to be my new most favorite-ist "just because technology allows you to do something, doesn't make it a good idea". I think the Coke brand of late has done some great stuff, this feels like not that. I'm not sure what the idea in general has to do with the Coke brand. I'm not sure how truly interesting getting people to support one of the wacky teams is. I'm not sure how convinced people will be that this is anything other than a pre-conceived group of linked videos and hardly an interactive experience. Judging by the fact the site went down mid-game all round seems like not a great idea. Anyhow, the post game analysis might prove me wrong and I'm sure some of my friends at Coke will put me entirely straight on this too!! They also seem to have upset the Arab community (and I guess cowboys, badlanders and showgirls) at the same time. Doh!