Coca-Cola revamped their website last year to create a visually-drive engagement platform.
In many ways their digital presence was like those of State Fish and Wildlife Agencies – built in 1995 well before Social and well before more flexible technologies and Mobile.
Coke has a small team of 7 people that maintain the “Journey” website and operate the site as any traditional publisher would – using editorial calendars to keep the site predictably fresh, while allowing for spontaneous stories to surface to the front.
Hunters, shooters and fishermen are on a lifetime journey. Agencies struggle to move license buyers from transactions to lifetime relationships.
This presentation, and Coke’s new site, are good starting points for Agency staff to consider as they revamp their Customer relationships.
For more insight into designing Visually-Driven engagement platforms, please click here.