Taking a Journey With Coca-Cola
Coke Revamps Web Site to Tell Its Story
Published: November 11, 2012
In recent news, Stuart Elliot reported in the New York Times that Coca-cola has invested in a "multimillion dollar effort over multiyears." Surprisingly, this big move is not a new product launch, rather it is a makeover to their website.
"The Web site draws about 1.2 million unique visitors a month, executives said, a figure they hope will grow substantially with the more consumer-focused philosophy. When the site went live in 1995, it represented the first Internet venture for the Coca-Cola Company. A website devoted to the Coca-Cola brand followed, with an extensive presence for the company and its brands in social medialike Facebook, LinkedIn, Twitter and YouTube."
The company claims that is this their most ambitious digital project ever. The larger than life plans call for a online magazine titled Coca-Cola Journey, named after a magazine called Journey that was written by employees from 1987 to 1997.
While on the "Journey" customers can read up on articles regarding entertainment, health and sports, or even the environment. They may also follow interviews, video clips, photos, and blogs about the beloved brand of Coca-cola. Lastly, Coca-Cola has stated there will also be job postings and biographies about executives.
The goal of the new site is to market in the nonconventional way, but recently popular style of storytelling. Within this approach, Coca-cola wants the the storytelling to be subjective through opinion columns. The executives believe that they will make mistakes along the way, like any company does, and they want their customers to tell them.
To get the word out about the revamped site Coca-Cola has decided to utilize search engine marketing on google, as well as, ads on linkedIN. The hope is to spread the word about the refreshed site to their loyal customers, partners, and fans worldwide.
I like this idea for Coca-Cola, but I am curious how it will play out. Undoubtedly, Coca-Cola is one of the biggest brand names in the world and their website intersects a lot of traffic. With that being said, this is a huge change that brings a lot new dimensions. The refreshed page worries me because of Coca-Cola's tradition.
The Coca-Cola company has succeed on the value of tradition. With such drastic variations, I am concerned that their consumers will not respond positively. This could be incredibly detrimental because of the amount of time and money invested into this project.
However, ultimately, I believe this inside scoop of the company makes them seem relatable and approachable. Somehow, a company that is larger than life is allowing consumers to become apart of their story with tools such as the opinion blogs. In my opinion that alone will have a sufficient impact on how Coca-Cola pushes forward in their "journey."
Topics: Brand, Search Engine Marketing, Digital Technology
http://www.nytimes.com/2012/11/12/business/media/coke-revamps-web-site-to-tell-its-story.html?ref=advertisingandmarketing
"The Web site draws about 1.2 million unique visitors a month, executives said, a figure they hope will grow substantially with the more consumer-focused philosophy. When the site went live in 1995, it represented the first Internet venture for the Coca-Cola Company. A website devoted to the Coca-Cola brand followed, with an extensive presence for the company and its brands in social medialike Facebook, LinkedIn, Twitter and YouTube."
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