In order to connect with its core audience in the most relevant way, The Coca-Cola Company has placed interactive media at the centre of its global advertising efforts. Coke.com has recently been revamped as a brand destination designed to showcase consumer creativity.

The user-generated content strategy links Coca-Cola's internet activities with its global product reach. Rather than push out brand messages, Coke.com pulls in youth consumers by announcing a monthly creative challenge and inviting users to submit their own creations.