Coca-Cola's Journey to online publishing platform
Geoffrey PrecourtWarc
Coca-Cola Journey is a next-step publishing platform – a deep, rich digital destination that curates and controls content to give brand loyalists an insider's peak at the firm's history, culture and latest news.
For 129 years, the Coca-Cola Co. has been the focus of all kinds of news, discussions, reviews and business firsts – never more so than in the past decade, when consumers began joining brand conversations.
To maximize the full impact of that shift – and, realistically, to manage its downside – Coca-Cola needed to curate it. In 2012,...