Coca-Cola is primed to launch its most ambitious social-media project ever, according to American news reports. Coca-Cola will send out three young ambassadors to 206 countries in which it is sold, and then share the adventures with the rest of the globe through sites such as Facebook, YouTube, Flickr, and Twitter.

The 275,000 mile journey, bearing the mission name Expedition 206, will begin from Madrid on January 1, 2010. A website, www.Expedition206.com, has been created to keep track of the ambassadors.

The travelling trio, consisting of twenty-somethings, will be equipped with laptops, smartphones, and video cameras to wire the world to their travelogue. Coca-Cola will monitor media impressions, page views, and the following on Facebook and Twitter.

While reaction of the world will be known only after the expedition gets underway, Coca-Cola has already registered several in-house accomplishments. The project has galvanised communications, public relations and marketing teams to work with high degree of collaborative purpose.