The move is part of the beverage company's efforts to extend the brand to the wireless medium, and to offer creative, tech-based services to teens aged 12 to 19 - Coca-Cola's core consumer group in China.
It comes eight months after the cola giant launched a campaign encouraging consumers to interact with a television commercial via SMS for the launch of Coke Light in China. Coca-Cola China marketing manager, Ronnie Zhang, said: "This is the first time that we have injected a game into a mobile phone. We've been using the wireless medium since last year because teens in China are very keen to use mobile phones, chat, ICQ, games and other technology-based services. This is another channel for us to communicate with teens.
"It costs very little for us to do this and we are still testing the wireless area. We wanted to do something creative. Last year we held a DJ competition and did the SMS and TVC link. We're not familiar with this channel but we don't want to lag behind Pepsi either."
The 'K Java' game, called 'Coke ICY adventure', is available on the Siemens 2128 handsets. It requires users to help a 'teen hero' cross a treacherous desert by avoiding obstacles like bandits, creatures and rocks and mirages.
If the player is unable to overcome these obstacles, the choice of refreshment - Coke - will not be offered, leaving the player stranded in the desert.
The game is being promoted through POS and the packaging of Coke's 600ml bottles in Shanghai. Zhang said the packaging was redesigned to carry a new label highlighting the Coke ICY game.
Users of the game can also enter a contest by submitting their scores via SMS. The winners will receive a Siemens phone and a year's supply of Coke.