The company also makes Coca-Cola.com its brand portal, and moves its corporate Web site elsewhere.
The Coca-Cola Company has morphed its longtime corporate Web site at Coca-Cola.com into an international brand portal with user-generated content in mind.
The new site, designed by AKQA, marks the first global integration of the company's digital presence. It's available in 26 countries and six languages, and will be promoted online and offline by brand managers in those regions. It will eventually be expanded to other countries, a spokesperson said.
The site launch is part of the company's global "Coke Side of Life" campaign. A series of monthly challenges will encourage people around the world to create videos in response to a theme. The first challenge on the site, "The Essence of You," is drawn from Wieden + Kennedy's advertising for the client. "If you could bottle the essence of you and share it with the world, what story would you tell?" asks the site.
"Throughout Coke's history, we have seen people use the brand, its icons and heritage as a creative source," said Marc Mathieu, SVP for global core brands, in a statement. "In the '60s, it was Andy Warhol, today it's people all over the world on the Internet developing their own interpretations of the brand. We believe the independent creative process is a vital part of our heritage. With this site we want to give a further opportunity for these imaginative minds to be part of our creative process."
Site visitors will be able to vote on each other's work, and a winner of each challenge will get video equipment and editing software worth around $5,000, wherever they may be in the 26 countries.
According to a spokesperson, "We're bringing a global creative community together. It's not just the U.S. creative teenagers uploading their videos. It's going to be everyone around the world, and you're going to see everybody's [stuff]."
The move probably made sense, judging from the available search data. The most popular search term driving traffic to Coca-Cola.com website was "Coca Cola," accounting for 19.60 percent of all queries delivering people to that domain.
Coca-Cola originally handed AKQA Web design responsibilities last fall.
The company has migrated its corporate Web site to www.thecoca-colacompany.com.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.