Coca Cola Happiness Machine
by Mari Basson on 2010/01/24
To say the Coca Cola Happiness machine video was a viral hit, is an understatement. The video got more than 712 000 views within its first 24 hours. As part of the global Open Happiness campaign the viral features unsuspecting college students who receive small doses of happiness – balloon animals, flowers and pizza, all from a coke vending machine.
The video is real. It’s a documentation of coke’s ambient marketing tactic on a college campus. So, coke is making everyone happy and they’re planning on doing it all over: “Where will happiness strike next”?
I think it’s a brilliant campaign, consumer-engagement opportunities in ambient advertising are often overlooked and incredibly bland.
It’s almost perfect for its target audience: "We were looking for a creative way to connect with teens outside of the typical TV commercial or online game," says A.J. Brustein, Global Senior Brand Manager of Coca-Cola. "We wanted to give them something that would spread a bit of happiness and something they could pass on to their friends to keep the happiness flowing."
Brustein mentions a very important element of the concept: spreading the happiness and passing it on. The gifts from the vending machine are mere things. Sharing things we have and receive with those around us – that’s real happiness.
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