At Social Smartblogs, Andy Sernovitz has a post up about Coca-Cola’s home page, the Coca Cola Journey. The site is a platform for Coke to tell their stories directly to audiences – and part of our goal with SavvyCard is helping brands and companies accomplish exactly the same thing.
The Coca Cola Journey is a comprehensive multimedia site laid out like a premier webmagazine, featuring some content about Coke, but also a lot that doesn’t have any obvious connection – I spent a good half-hour on the site reading a story about the booming startup culture in my hometown of Austin, Texas. The content is interesting, and the writing is great. If it weren’t for the branded colors and a few stories about Coke initiatives, you wouldn’t necessarily know that this was an owned channel.
The value of having this kind of direct relationship with your audience is pretty obvious. The Journey website is designed to be something that people aren’t just willing to put up with – like a television commercial – but that they will actively seek out. Even more unlike a commercial, once people are looking at one part of the Coca Cola Journey, they’ll be able to browse to the other parts, and they’ll learn about Coke.
Branded SavvyCards, like the Coca Cola Journey, are a way to connect directly with your constituents with a complete experience. People interested in you, or your brand, get a 360 degree view that you control. While for Coke, that can mean controlling the story in a major media environment where you’re a big target, for a lot of smaller businesses, it can mean making sure Google or Facebook aren’t running ads for your competitors on your page.
The richness of the SavvyCard experience is pretty much limitless, thanks to our modular ‘button’ structure. We’re building unique functionality for our clients, with things like tailored searches and directories. Our plans for future development include integration of multimedia and shopping functions into cards, which will go even further to help you keep customers in your world, and on your journey.