After a radical overhaul, the corporate website of Coca-Cola (Coca-ColaCompany.com) now demonstrates how story-focused customer media and engaging content isn’t just for product marketers anymore.
While its global brands consistently demonstrate innovative use of the web, until last November, Coca-Cola had treated its parent-company corporate website like most large companies do: As a brochure-like repository of press releases, feel-good announcements and a collection of links to the company’s product and subsidiary company sites (where you could find the fun stuff).
Today, however, the Web address Coca-ColaCompany.com is no longer home to such a “brochure ware” approach to a corporate website. Now, the company uses what it describes as a publishing model media platform that is both liquid (ever-changing) and linked (content that ties back into its brands, products, culture, history, civic and community involvement without being overly promotional).
Designed in a grid format inspired by social-savvy news sites, the Coca-Cola corporate website includes the wide variety of engagement features you’d find on sites ranging from The Huffington Post to The Verge, like trending topics, surveys and graphics that report various, ever-changing statistics. And to provide it a true sense of being a publishing platform rather than a static site, the company branded the site with the name of a formerly published employee magazine, Journey.
Throughout the day, the site features new articles, commentaries, customer comments and an array of informative or fun features for fans, investors, employees and individuals who enjoy cooking with Coke. (Say, how about a Coca-Cola cake?)
In the spirit of one of Coca-Cola’s historic advertising slogans, the company has finally discovered a way to make its corporate website “the pause that refreshes.”
In the spirit of one of Coca-Cola’s historic advertising slogans, the company has finally discovered a way to make its corporate website “the pause that refreshes.”
Related Resources:
- Just how different from a typical corporate website is Coca-Cola’s Journey? In order to see the departure in approach taken by Coca-Cola, we’ve created an image gallery displaying the home pages of the corporate websites of the top 10 companies on the Fortune 500.
- An 8-pack of lessons from Coca-Cola’s Journey website Lessons Coca-Cola’s Journey team says they have learned during its first six months, along with observations from our analysis of the site.
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