Not content with billboards, giant Coke bottles that tower several stories high in high-traffic pedestrian zones, and a pretty overwhelming market share, Coke has decided to go after Chinese gamers using the ubiquitous internet cafes and gaming tournaments. In partnering with GGL to roll out the tournaments, Coke will be reaching "15 provinces, 100 cities and 4,000 cybercafes." In addition to the fun of participating in targeted advertising, "the winner of the iCoke tournaments will be flown to New York to compete in the 2007 Digital Life gaming tournament, which will take place Sept. 27-30." But fear not, while Coke may be going after the potentially lucrative Chinese market first, the tournaments should be coming to a country near you soon:

there are plans to roll out the initiative with Coke in other countries, including Brazil, Japan and Korea and eventually the U.S. and Western Europe. Entry into some of those countries will start later this year.

Thrilling! ... Maybe I'm still just a touch bitter about the shunning of Diet Coke in favor of Coke Zero at convenience stores all across Taipei. Damn you, 可口可樂.

Coke's Got Game in China [AdWeek]

Contact information for this author is not available.