One story describes climbing Mount Kilimanjaro’s “Coca-Cola Route
.” Another tells about a Los Angeles nonprofit that helps former gang members and ex-cons
get back on their feet.
You can learn about Tel Aviv as a tech startup center
, or smile at a video of a vending machine that dispenses Cokes when you hug it
, the soft drink maker’s new online magazine, captures top honors in the Best Website category of PR Daily’s 2013 Digital PR Awards. It triumphs with a bottle factory full of content that doesn’t so much promote as create a digital hub its audience seeks out because of the interesting stories, audio clips, and videos.
Coca-Cola partnered with two outside agencies, The Wonderfactory
and Perfect Sense Digital
, to plan, design, and build the site. The result is something that combines the fizz of a shaken Coke bottle with a brand journalism approach.
As Coke’s entry description states, the site aims “to reimagine the role of a corporate website as an engaging, interactive, storytelling magazine, connecting with the world through stories about Coca-Cola’s brands and products and the people who live in the communities where the company operates.”
Despite a number of strong entries with smart and savvy designs, the Coca-Cola juggernaut steamrolled to victory. And it earned big media coverage from outlets like The New York Times
As the paper reported, “The reorganized Web site will offer articles on subjects like entertainment, the environment, health and sports, including longer pieces given prominence in the same way that magazines play up cover pieces.”
Coke reports that media outlets have begun sourcing the company’s responses to stories on Coca-Cola Journey. This includes Ad Age’s correction of the story “Buzzkill: Coca-Cola Finds No Sales Lift from Online Chatter,” and a New York Times piece, “When Jim Crow Drank Coke,” which the beverage maker characterized as inaccurate.
The drink distributor declares: “Launching Coca-Cola Journey and leading the way as a next-generation corporate content publisher was a risky endeavor—one that will have deep and lasting impacts on how the company presents itself to and engages with the world.”
Visit the site here.
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