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Coca-Cola Makes Huge Leap Into Branded Content Storytelling with Coca-Cola Journey

Nick Bisceglia on November 12, 2012 - 12:15 pm in Custom Content

Coca-Cola relaunches their corporate Web site for the first time since 2005

Earlier this year, Coca-Cola’s Vice President of Global Advertising Strategy and Creative Excellence announced the Coca-Cola Content 2020 marketing strategy. This innovative new strategy outlines how Coca-Cola will use original content to further Coca-Cola’s brand awareness on a global level. By using dynamic storytelling, that is consistent through all social media and advertising channels, as well as social media and advances in mobile technology, Coca-Cola plans on becoming a leader in publishing original custom content to engage with the demands and needs of its growing audience.

This week, Coca-Cola makes a huge leap into the custom content field with their revamped corporate website, entitled Coca-Cola Journey.

The name originally comes from a magazine that Coca-Cola published for its employees from 1987 to 1997.

The site works more like a magazine than a corporate web hub. There are original stories in several different categories, including Entertainment, Environment, Health, and Sports. These stories undergo a strict editorial process, much like a magazine would, and provide creative and engaging story lines that promote the Coca-Cola brand. Longer “Cover Stories” are given prominence on the site, which also features an op-ed section, blogs and video and audio clips. Corporate information including investor information and studies remain, but the site now has a heavy emphasis on creative content that appeals to customers and consumers alike.

Coca-Cola sign that hung in the Casbah Coffee Club, an early romp for The Beatles.

Currently, the most-read story on the website is about The Beatles, and an early club they played at in England which featured a vintage Coke cooler.

As one of the world’s biggest brands, this push into custom content creation and brand storytelling establishes a firm connection between brand success and their ability to create exciting consumer-friendly content. Ashley Brown, Director for Digital Communications and Social Media at Coke says, “We have this belief in great, real content and creating content that can be spread through any medium as part of our ‘liquid and linked’ (content) strategy.

Check out these videos below which explain Coca-Cola’s Content 2020 campaign as well as their 70/20/10 outline for content. If you are a marketer or content creator, these are a must-see.

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