The Coca-Cola Co. is calling on the public to design a vending machine for Second Life's 'in-world' digital society that could dispense "life-enhancing experiences".

The company said yesterday (16 April) that it will invite users of the online virtual world to design and prototype a new machine in the simulated environment.

"There are few restrictions," said Coke's global interactive marketing director, Michael Donnelly, "except that the more inspired and original the idea, the better. This competition is a chance for anyone with a vivid imagination to design an experience that embodies the in-world Coke Side of Life in a way that enhances their lives and the lives of others within Second Life."

The initiative is based on the idea that drinking a Coke makes people happy, the company said, and is based on the marketing campaign 'The Coke Side of Life'.