Coca-Cola, the US soft drinks giant, is making increasing use of social media as both a brand-building and PR tool, as it seeks to find new ways to actively engage with consumers on digital platforms.

The beverage maker recently announced the details of Expedition 206, which will see three bloggers travel to the more than 200 countries where its eponymous cola brand is sold over the course of 2010.

In providing updates about their experiences, these "happiness ambassadors" will use a dedicated campaign website, as well as a range of Web 2.0 services like Facebook, Twitter, Flickr and YouTube.

More broadly, this scheme has already resulted in some major benefits within the company itself, having fostered an integrated approach between its marketing, PR and communications divisions.