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.

About Zoran Opalic

Professional in design and publishing industry. Conceptualize and orchestrate designs and redesigns that effectively reinforce and build brand images. Proven ability to drive record-high campaign in increasing publication sales and execute successful product launches...


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