The venerable beverage company is repositioning its Web site as a consumer magazine called Coca-Cola Journey.
|Scooped by Paige Lowe|
Coca-Cola has now joined the league of brand-journalism companies with their new website Coca-Cola Journey, after the employee magazine Journey that ran from 1987-1997. The re-launch of their corporate website takes the format of an online magazine with articles discussing entertainment, the environment, health and sports, along with features on interviews, opinion columns, video and audio clips, photo galleries and blogs. With 1.2 million unique viewers a month, this new and improved consumer-focused site is projected to increase traffic to help spread the Coca-Cola story.
Marketers everywhere are focusing in on storytelling as a strategy rather than the more classic tactic of advertising. The idea is to create real and unique content that is universally accessible on any form of technology through their “liquid and linked” plan. For the last year, Coca-Cola’s on-campus digital communications and social media team has been reshaped and organized into an editorial team, production schedule and all. 40 freelance writers and photographers are creating original content alongside employees throughout Coca-Cola. However, there is emphasis on the information being subjective material. The articles on Coca-Cola Stories should shine a positive light on the brands, products and interests of the Coca-Cola Company while also working to be a credible source. In the future, the site should play host to columns that represent ideas that do not necessarily reflect Coca-Cola. But, by allowing a variety of opinions to be expressed on Coca-Cola Stories, the company works to increase their perceived credibility.
The tactics that Coca-Cola used to develop their new online strategy is perfectly reflective of Jeremy Porter’s article: “The two emerging media-relations skills ever PR pro needs”. “Smile and Dial is Dead”; with the plummeting number of available journalists to publish information on your company or organization, In-bound Media Relations is the way to go (Porter, 2013). When journalists are out of your reach, get them to reach out to you. Coca-Cola took the initiative on their story and wrote it themselves (Porter, 2013). In order to receive sufficient media attention, Coca-Cola kept up with their content, and realized the importance of being perceived as a credible source, making them relevant to their publics (Porter, 2013). Their online strategy intends to publish user-content helping their team to realize what is important to their publics and adapting accordingly (Porter, 2013). And because of their preexisting, and incredibly extensive, global reach as a company, they can continue to adapt Coca-Cola stories to their publics’ wants and needs and build their audience (Porter, 2013).
Porter, Jeremy. (2013). The two emerging media-relations skills every PR pro needs.