Created by mobile agency Marvellous, the portal will have singer Gabriella Cilmi as its brand ambassador.
It is divided into four areas. 'Access' contains music information, guest-lists, tickets to gigs and movie premieres and information on 'secret sales' for shoppers. 'Gossip' contains celebrity news, supplied in partnership with Heat magazine. A 'Style' section offers fashion content in association with, style site getlippy.com. Lastly, an 'R&R' section offers downloadable games and gadgets, environmentally friendly living tips from Green Things and the chance to donate to global non-violence charity Peace One Day.
The site will also direct users to Coca-Cola's reward scheme, 'Coke Zone', and drive awareness of monthly prize draws.
The Diet Coke Silver Room will be supported by an integrated campaign.
A mobile push, planned by Vizeum, will aim to drive consumers to interact using the platform. The site will also be promoted through ads on mobile virtual network Blyk, and Coca-Cola's digital outdoor poster site at London's Piccadilly Circus. Consumers will be able to access the Silver Room from this week by texting 'SILVER' to 82233.
In addition to its deals with Heat and getlippy.com, Coca-Cola has secured content partnerships with Fox, Paramount, Sony BMG, Live Nation, Neutrogena and Nivea. The soft- drinks company plans to expand its list of partners in the coming months.