The Social Shake-Up 2015

“Real-time” represents an inevitable evolution in how consumers demand to connect with brands. The Coca-Cola Company has been a real-time communicator for years, with Coca-Cola Journey—its corporate communications content platform—at the heart. Journey fuels the company’s social channels, providing a steady stream of branded and non-branded content that strives to drive and amplify engagement.

Doug Busk, Global Group Director of Digital Communications and Social Media at The Coca-Cola Company, sits at the controls of the strategy and implementation of this storytelling communications platform. In this session, Busk recounts his team’s recent execution of their needle-moving “Mad Men Finale” campaign which seized the moment through [top-secret] planning of artful content creation and paid promotion strategy. It’s a campaign that even Don Draper would be proud of.