Case Study, Design, iPad + Tablet, WEB

Coca-Cola turns corporate site into digital magazine

This blog deals with the integration of digital media in the marketing strategy of one of the most popular brands worldwide – Coca Cola. Thus, Coca –Cola has recently launched an interactive digital magazine called ‘Coca-Cola Journey’. According to this article, this effort is part of the company’s multi-year, multi-million-dollar investment in its content publishing

Some of the key points considered to incorporate digital media in the company’s marketing efforts were:

•  To better engage consumers

•  To enhance the brand’s corporate presence online

The company’s inspiration to go digital came from a quarterly internal magazine called Journey (1987-1997). The company has reported that they intend to keep on posting corporate updates, such as press releases, earnings reports, job openings, and executive biographies; nevertheless, the main focus will be keeping the design like ‘a digital magazine’

What is new in the Coca- Cola digital magazine?

Coca-Cola Journey provides a variety of new features to capture the interest of fans, which include the following:

•  A storytelling platform where fans can read about a range of categories such as brands, community, entertainment, the environment and health.

•  Social cause topics and news: Consumers can get updated information on social cause topics and Coca-Cola news

•   Debate and dialogue: Consumers can also engage in debate or dialogue with the company and each other

•  Interactive features: Coca-Cola Journey will also provide consumers with interactive features such as videos, photography, audio clips, infographics, and user-generated polls.

Undoubtedly, digital magazines are becoming the new trend as reports show they can be effective channels to achieve two of the most important goals any company has: engage the target groups and enhance brand awareness. If you are interested about integrating a digital magazine in your marketing efforts, check out our Digital Publishing  Resources.

3dissue.com

About Zoran Opalić

Around the World: 1997. NY, USA - Design Workshop at the New York School of Visual Arts // 2003. Hamburg, Germany - Mario Garcia Studio - media design,future of print media.// 2004. Innsbruck, Austria - News Desk, News Desk work shop// 2007. NY, USA - Future of Media and New Technology, New York // 2007. Miami, USA - "React to the news in the short term - in the newsroom work flow". More info: January 1st, 2008: madeIN magazine. Occupation or position held: Publisher/Owner Name and address of employer: Dobro Slovo Brace Domany 8, 10000 Zagreb (Croatia) Type of business or sector Publishing (Magazine) Web January 1st, 2001 - December 31st, 2007 Vecernji list daily. Occupation or position held: Art Director Type of business or sector Publishing, Daily Newspaper. Early Years: I have worked on a different creative media projects — Jutarnji list daily (at the time - 1998. new daily newspapers in Croatia), Globus, Studio, HAK, Nova Vjencanja, Auto Plus...

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