Coca-Cola, no stranger to virtual marketing, has launched a new digital campaign, according to The New York Times. But this time around, users won't find Coke in Second Life, the virtual world leader. Instead, the beverage company has elected to place its Coke bottle-shaped island inside the friendly confines of There.com, a community that uses proprietary software to filter out inappropriate comments. 

Coke's new virtual island, dubbed CC Metro, will allow Coke fans to buy clothing and accessories for their avatars by using codes from Coke bottle caps. Users also can navigate the island on a hoverboard, dance in the Coca-Cola diner and watch short movies in a theater.

"It's really bringing the offline world, where you're drinking our products, and the online worlds together," said Carol Kruse, VP for global interactive marketing at the Coca-Cola Company.

While There.com gives Coke a more controlled virtual environment, it comes at a price. Compared to Second Life, which counted nearly 600,000 visitors in October, There.com didn't have enough traffic to be measured by Nielsen Online.