Coca-Cola has revised their UK website and implemented a very unique digital magazine concept. The company has hired an editorial staff to focus on storytelling in a bid to drive brand engagement by making the site more ‘socially enabled’.
I kind of dig the new direction that Coke is going in. There is a sense of Buzzfeed infusion that makes you want to click and read the story. In some cases they have done videos that are strangely compelling, like 100 years of Coca-cola bottles.
What Coca-Cola is trying to do is appeal to the younger demographic with this new endeavor. They are using Twitter hashtags to get people active and engaged. Celebrities is a big focus such as will.i.am launching a new sustainable fashion line.
Stanislas Magniant, digital communications director for Coca-Cola North West Europe said “we want to bring to life the stories about our company, our brands, our employees and our actions around the world. We also want to make our stories more appealing, relevant and engaging to people by using the right multimedia content to bring them to life.”
This might not be the type of site that you visit to your news fix, but their original content will likely be discovered on YouTube or aggregator services such as Digg or Pulse.