Six college students from China, Germany, Italy, Canada, Austria, and the U.S. are blogging about their trips to the winter Olympics games in Torino, Italy - thanks to Coca-Cola, which is paying to fly and house them, write MediaPost and Micro Persuasion. The students have agreed to keep their posts positive, according to a Coke spokesman. Coke used Vienna-based Knallgrau New Media Solutions to design and execute the site, Torino Conversations.

The Coke site allows for podcasting, the posting of photos and comments from readers. Last year, Visa launched a similar site - "The Journey: Our Road to the Olympics" - to encourage Olympic hopefuls to blog about the games.

Coke has sponsored the Olympic Games since 1928.