How Coca-Cola Transformed it's Digital Presence

Coca-Cola has decided to connect the offline world with online world by incorporating the use of augmented reality to transform its digital marketing plan. The company has decided to focus on four areas of transformations.

1. First area of Transformation is experience, specifically enhancing customer experience so that they when they interact with the product and brand they can get a better experience.
2. The second area is operational transformation, meaning introducing internal process using technology and data to understand the pulse of the market and leverage it.
3. The third area is business transformation concerned with continually being the first to bring radical changes in the market.
4. Lastly, the company will focus on cultural transformation by incorporating culturally relevant, personalized messages that touch people's hearts. They are using labels as a way of personalisation. For instance, during Trump's visit with Kim Jong Un, the cans in Singapore had English and North Korean word for Coca-Cola.

Coca-Cola aims to move forward from just cans and labels by enabling the Coca-Cola experience using augmented reality. For example, in China the personalized can had AR technology enabled, such that each can represent a province of China and once activated using the internet, the customer could see the stories of these areas.

For its Tokyo 2020 sponsorship, the company has asked people rather than agencies to send in sketches and ideas representing the Coca-Cola, Olympics and Tokyo spirit. The company would also extensively use digital tools in its campaign for the Olympics.

Read more at thedrum.com