Coke's behind-the-scenes Journey with "Mad Men"

This event report outlines how Coca-Cola Journey, the soft drinks firm's official website, tapped into an opportunity presented by the finale of "Mad Men", the hit TV show.

Coke's behind-the-scenes Journey with "Mad Men"

Geoffrey PrecourtWarc

The Coca-Cola Co. not only has the resources and talent to support Journey, its own digital media channel – it also has content from all over the world to attract and retain viewers.

As Douglas Busk, the firm's global group director/digital communications and social media, told an opening-day audience at the Association of National Advertisers' (ANA) 2015 Digital & Social Media Conference in Rancho Palos Verdes, California, "The company made a decision several years ago that, in order to engage consumers, we couldn't simply reach them through paid, earned and owned...

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