These branded trucks were equipped with computers that gave teens access to Coca-Cola’s virtual world, a website called “Ciudad Fusion.” Within the website, teens can play virtual reality lifestyle games where they can be free from real life restrictions and have access to the virtual world of their dreams. Here teens can buy things, go to virtual parties, attend virtual concerts and socialize through online chats with people from all across the country. The experienced accessibility and an escape from real life they never would have experienced without the “On the Move” trucks.

In Bogota, 49,000 teenagers experienced the “Coca-Cola On the Move” trucks at 92 different locations and the website received more than 60,000 hits in the first couple weeks. Additionally, Coca-Cola increased its market share margin by three points, making it the clear leader in Colombia’s soft drink industry.