The Brief
In 2000 Spin Communications (now WeAreDigital) were tasked with rebuilding www.coca-cola.com.au, with the aim of creating an online platform where people could interact with the brand throughout the year, supporting their product launches, event program and sales promotions.
One of the main objectives was to build a loyal database.
The Solution
Online games and entertainment content were identified as the key drivers to attract and retain the youth audience online.
Content partnerships were secured to supply movie reviews and game cheats each month, while a series of Flash based games were built and released throughout the year with engaging gameplay and challenge a friend functionality.
All content was managed via a custom built Content Management System (CMS) that integrated with the Flash interface.
An instant win mechanic was built into the site, which was linked with codes printed on packs of Coca-Cola. Customers could enter their code on the site to see if they were a winner, driving a significant level of traffic and engagement.
The new website required registration to access the content and promotions, building a large database who were communicated to via email and SMS each month.
My Involvement
I managed the build of the website from start to finish and was the digital lead on the retained Coca-Cola account.
Responsibilities included:
- Project planning and specification
- Managing design and development process
- Sourcing content suppliers and fee negotiation
- Site maintenance and updates
- Ongoing client management
- Managing email and SMS broadcasts
- Website analytics and insights
