Nov 20, 2013
It’s going to be called the Coca Cola Journey, an online magazine. It’s the new and bolden strategy for the sofware giants brand new website. And corporate it’s not. The new site has all the bells and whistles, but it does something rather remarkable, it emerses it’s visitors into an interactive experience, while being whisk to one digital wonderland after the next.
More importantly Coca Cola has set the stage for trans-media storytelling, which is something that RedBull has done a fantastic job of doing. Brilliantly intertwining all types of available content to various social channels and media hubs, with a brilliant continuing storyline will surely make a few people at Coke well, “have a coke and a smile”.
From the New York Times
THE company known for decades for promoting its flagship brand as “the pause that refreshes” is refreshing its corporate Web site for a new century, adopting an approach and attitude more akin to a consumer magazine than a business portal.
The journey to introducing Coca-Cola Journey began about a year ago when Muhtar A. Kent, chairman and chief executive, “challenged us to find a way to bring back Journey in the digital age,” Mr. Brown said. “And we thought, ‘Why should our great Coke story stay internal?’
Image via Getty, Justin Sullivan
From AdAge Digital
Coca-Cola is launching a new teen-focused digital campaign that will span across multiple websites, and incorporate a series of games, GIFs and videos.
The move is part of the company’s overall ad strategy for the year, “The Ahh Effect,” created by Wieden & Kennedy Portland. The idea is to makes the drink itself the focus of the creative work –a strategy that started with “Mirage,” this year’s choose-your-own-adventure Super Bowl effort.
From the Weidert Group
In a piece last Sunday, the New York Times told the world that Coca-Cola is “telling its story” after years of sliding toward marketing irrelevancy. But marketers know that the story is really just the hook. The best new websites have great narratives supported by a host of content marketing & Inbound Marketing tools like landing pages, CTAs, interactive content, and opportunities to connect with a company in social media. So far, Coke’s strategy looks really strong, and there’s a lot that other marketers can learn from taking a look at the new site.
Coca-Cola on Wednesday unveiled a global marketing campaign that employs 61 URLs with snackable content around the theme of “The Ahh Effect,” a new positioning for the brand.
The campaign uses the URL ahh.com along with ahhh.com, ahhhh.com and so on with each succeeding “H” in the URL ushering in a new experience. The URLs get longer and longer throughout the campaign. So far, there are 17 “experiences” available.
Tags: CocaCola, Collecting, Food and Drink Related, Online magazine, Recreation, Soda, Storytelling, Transmedia storytelling
Founder and CEO of Internet Billboards. A futurist and serial entrepreneur, as well as a professional fitness trainer, martial artist, and business strategist. Helped to develop inbound advertising. An avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.
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