Coke’s digital journey

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Anushree Bhattacharyya: Nov 27 2012, 01:48 IST

in involvement between consumer and the brand will lead to the brand’s salience going up and, lastly, an increase in engagement will allow the consumer to be part of the brand’s family and vice-versa. So in all, this is a very positive and constructive step taken by Coke.”

For the revamp, the beverage company got on board New York-based Wonder Factory which helped Coca-Cola with the visual design, and Virginia based Perfect Sense Digital which assisted the company with content and further transformed its into a publisher.

In terms of content it aims to inspire with every new story that gets posted on the site. Also the beverage company claims that the digital magazine is not a mere showpiece, but has been designed with an agenda in mind, that is, to spark off conversation. “We designed Coca-Cola Journey to spark off conversation. So we look for stories that will give our readers something new that they didn’t know before, that will inspire them, and that will encourage them to take action in some way. So content will always come with a point of view, and we strive to ensure that it has tension,” added Brown.

And to ensure that conversations do take place, the option to ‘comment’ has been made available on every article in addition to the introduction of a blog, ‘Coca-Cola Unbottled’. Also every article has full social sharing capability . Moreover the magazine allows readers to visit content by both type that is—Stories, Opnions, Brands, Videos and Blogs

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