Coke is converting its Coke.com/CocaCola.com heretofore corporate website into brand destinations designed to showcase consumer-generated content - and creativity, writes AdWeek. Starting this week, Coke.com visitors can participate in "The Coke Show"- monthly "challenges" that test their creativity. The site, created by independent AKQA, will roll out in 28 markets.

The first "challenge" runs through August; it asks users to submit 45-second videos that reveal "the essence of you"; visitors will rate submissions, and from among the top 10 professional-filmmaker judges will select the winner.

Coke has come under fire for pooh-poohing a viral video of two men creating geysers with Diet Coke and Mentos. Either it didn't want its own viral efforts upstaged - or it has learned its lesson, writes Adrants.