Coca-Cola hasn’t waved the social media flag as hyperactively as competitor Pepsi, but the Atlanta-based soda giant has been anything but sluggish on the marketing innovation front. And Coke's digital push is increasingly global, underscored by a recent effort that is bringing free WiFi to coolers in convenience stores and other shops in Latin America. That initiative, dubbed "Project Wire," follows in the footsteps of its branded social media channels, Coke.TV and Coke.FM, launched in the region during 2010.
"We don't want to simply be sponsors anymore," said Guido Rosales, an advertising director for the beverage company’s Latin America division.
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