Winner: The Coca-Cola Company - Coca-Cola Journey
The dynamic, digital magazine Coca-Cola Journey promotes happiness, optimism and a glass-half-full approach to life. With an objective to reach Coke and non-Coke audiences through curating and crafting original, meaningful stories, Coca-Cola Journey publishes a carefully curated mix of magazine-style, branded and unbranded feature articles and op-eds, high-definition videos, pro-shot photography and other multimedia content optimized for immersive desktop and mobile experiences. Journey serves as a social media-powered hub for insightful, relevant and share-worthy storytelling that readers and fans expect from Coca-Cola.
In addition to featuring innovative stories, Coca-Cola Journey also hosts official, personal company responses when issues arise. Now instead of watching public reaction to articles or news about the company, Coca-Cola Journey allows the team to jump in and engage in the conversation. Months ago, The New York Times printed a piece that tried to link Coca-Cola to racism in the U.S. The company used Coca-Cola Journey to set the record straight. Another example is when Ad Age posted a piece claiming Coca-Cola found no sales lift from social media; the company used Coca-Cola Journey to clear up misperceptions about its view on social media and Ad Age picked up and republished the response in its entirety.
Through the Coca-Cola Journey team’s efforts, some successes include 20.4 million total visits; 49 million total page views; 1,219 articles; 6,800 videos; and 11,065 images.
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