- Coca-Cola replaced its corporate site with Coke Journey three years ago this November, which the company calls a "global media and content hub."
- The site features a front page and a number of different sections plus a lead story and many images and videos, which appeals to the online visually-oriented consumers today.
- "Journey exists to tell the stories that marketing — which is most frequently how people connect with the company — can't, shouldn't or wouldn't [tell]," said publisher Doug Busk.
"But as a PR tool, Journey gives Coke a chance to dive deeper into buzz-worthy topics — like how [the spot] 'Hilltop' was made — while providing a new platform to combat critics," according Ad Age. The 1971 "Hilltop" ad was featured at the end of the "Mad Men" series finale and presented Coca-Cola with an opportunity to offer a deluge of related content.
In September, Journey became the searchable source of scientific and health organizations funded by Coca-Cola over the past five years. The company published the list in an act of transparency following a debacle over an organization it funded that said exercise was more important than diet in the fight against obesity. Coca-Cola said the article "created confusion."