The brand recently began running fill-in-the-blanks riddles like "Even if they pop I smile. It's no secret why.The soapy rainbow swirls are magic to my eye. I love looking up at clouds, And blowing_ _ _ _ _ _ _inthe_ _ _.com."
Those who figure out the answer to that riddle are led to blowingbubblesinthesky.com, which features an animated hand holding a bubble wand (which is Coca-Cola branded, natch). You can move the hand with your mouse and release bubbles by clicking.
Other riddles lead to fallingdominoes.com and abeachbonfire.com. Coke has also promoted the effort on Twitter and the brand is also using its Google+ page for the effort as well.
The riddles, developed with Wieden + Kennedy, Amsterdam, are a creative alternative to Coke's usually banal status updates (sample: "Who's had a Coca-Cola today?") Nice one, Coke. Your move, Pepsi.