Coca-Cola has replaced its corporate site with an interactive digital magazine called “Coca-Cola Journey” to better engage consumers and enhance the brand's corporate presence online.
On the storytelling platform, fans can read about important issues across a wide range of categories, such as brands, community, entertainment, the environment, and health, among others. Consumers can also catch up on social cause topics and Coca-Cola news, while actively engaging in debate or dialogue with the company and each other.
In addition to editorial content, the platform, which launched on Monday, includes videos, photography, audio clips, infographics, and user-generated polls.
The idea for the digital magazine site came from the fact that Journey was a quarterly internal magazine at Coca-Cola from 1987 to 1997.
On the just-launched platform, Coca-Cola will continue to post corporate updates, such as press releases, earnings reports, job openings, and executive biographies, but the main focus will be on keeping the design like a digital magazine rather than a corporate site.
The effort is part of the company's multi-year, multi-million-dollar investment in its content publishing.
In September, Coca-Cola created a real-time corporate blog, “Unbottled,” to offer consumers an inside look at the business' initiatives and news around the world.