Yet another digital convert.

Coca-Cola is launching a new form of digital presence for juice brand Capri Sun on teen virtual world Habbo.

The partnership between Coca-Cola’s Capri Sun and habbo is set to be cross-promotional including community activity within the virtual world, an ad sales deal worth over £250,000 and on-pack activity on 70m packs.

Capri Sun will have its own branded Capri Sun Summer Theme Park area and a fan  page on Habbo, as well as paid ads throughout the virtual world and editorial content.

In return, the on-pack activity will drive teens to habbo, with one in ten packs winning users special badges for their avatar.

The campaign will also include treasure hunts in which users can win additional virtual goods, along with competitions to win real prizes.

This campaign will stretch for four months and in this time the aim is to raise awareness of the Carpi sun brand among children in the run up to the new school year.

This is the first digital activity Coca Cola has run for the juice brand beyond a campaign site , realising that the company can no longer expect people to come to them but instead go to where people are and make sure they add value when doing so. Indeed, the first time they have used a social network instead of a more traditional approach.

This move is common of many brands of late who are beginning to adopt the view that they can no longer rest on their laurels but go to where their target audience lies through strategic digital pr.