Only Coca-Cola would have the cans to launch their own photo-sharing app.

A brand creates its own photo-sharing app to take on Instagram and Facebook? If it were almost any other brand, we'd be scratching our heads and saying "Why?". But Coca-Cola just might have the sheer muscle and reach to pull this off... to a degree. (And we're sure a few million dollars in prizes wouldn't hurt, either.)

The risks? Well, there are lots. Happy Places seems to be begging for some anti-product activism. Though after we all got snookered by that evil (OK, it really was kind of brilliant) Shell-PR-Campaign-Disaster-But-Not-An-Actual-Shell-Campaign anti-campaign, we wonder if maybe this whole thing was cooked up by some anti-sugar super-group. Man, we don't know what to think anymore. Thanks, Greenpeace.

So far, the app is only out in some mobile stores, including iOS  in the UK. The domain is nothing more than a placeholder, which makes sense, given that there probably is no real content to speak of yet (unless you count stock photos of good-looking people as content).

This initiative will be something to watch, assuming it rolls ahead as planned.

Read more about the Coca-Cola app at brandchannel.