Coca-Cola is encouraging consumer experiments with its tastes by presenting its new Coca-Cola Freestyle application on Facebook that enables the brand’s fans to mix and share their favourite beverages online. The launch of the new project, which is rolling out both online via the above-mentioned hub and in the real world, comes ahead of a the bigger U.S. campaign dedicated to Freestyle dispenser machines (the marketing initiative, developed by Ogilvy & Mather, will be kicked off in 2012, AdAge reports).

Consumers can create their exclusive mix using 125 Coke beverages, including Coca-Cola, Diet Coke, Powerade, Sprite and Fanta to name but a few, via the Coca-Cola Freetyle app, developed by digital marketing agency 360i. First, one fills his or her cup with some ice (if wants), and then can choose and mix 100+ flavours, creating a unique beverage. Once the cup is full, one can give it a name (the ingredients are displayed to make it easier to make the best naming decision) and indicate the city, where he or she lives, asking to bring the vending machine to the area. To see, if the machines have already arrived to their town or city, users can view the map—currently, they can be spotted in 1001 locations around the country.

Coca-Cola has also released a “memory game that highlights the 100+ drink choices in Coca-Cola Freestyle in a fun way, set to musical patterns” on iPhone and Android platforms to spread the word about the new activity. According to AdAge, the company wants to make the user-generated recipe “converted to a 2-D barcode and scanned at a machine to immediately generate the blend”—this new approach will be tested on a limited number of machines in early 2012.