Coca-Cola is starting to move away from using traditional Web sites for its publicity campaigns. The company is using its Facebook and YouTube pages as hubs for its Fanta and Coke Zero brands. "Our campaigns won't need a coke.com-hosted site," says Coke executive Prinz Pinakatt. "In most cases these will still exist ... but it might only be a page linking to YouTube encouraging people to join the community there."

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