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Coca-Cola’s Happiness Machine

Imagine if you walked up to a vending machine, dropped in a couple dollars, made your selection and a soda popped out.  Seems completely normal, right?  Now, what if another soda came out. Possibly the computer on the fritz but kinda cool, huh?  But, what if it kept spitting out soda after soda, started pouring the soda for you into a glass, gave you some flowers and a pizza?  Think that would cause a group of people to gather ’round the vending machine?  Of course it would.  Now, what if that was all captured on video and shared online.  High chance of going viral? Yep.

Well, that is exactly what Coca-Cola has done as part of their “Open Happiness” global marketing campaign.

As MediaPost explains:

Coke set up a special vending machine on a real college campus and rolled footage of students’ surprised and delighted reactions as the machine proceeded to dispense everything from free bottles of Coke to flowers, a whole pizza, a six-foot sub and balloon animals.

Coke couldn’t have scripted better responses: Students laugh and jump, pass the Cokes and gifts around, and even thank Coke as they hug the vending machine. But the footage is “all real students and real reactions,” according to Christy Amador, digital marketing manager, Coca-Cola global interactive marketing.

The video is the first video that Coca-Cola has released that was created solely for digital distribution without use in TV ads.  Want to know if it was a success for Coca-Cola?  Well, in the week since the video has gone live on YouTube, it has received over 700,000+ views.

Without further ado, here is the hilarious video from St. John’s University.  If you can’t view this video, head over to YouTube.

Coca-Cola has been garnering a lot of applause from the social media community as of late, first, with the release of their 3 page social media policy and now with this.

Do you like the concept?  How could other brands learn from what Coca-Cola has been doing?

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  • http://twitter.com/justinlevy justinlevy

    Have you seen the @cocacola “Happiness Machine” yet? It’s hilarious! http://bit.ly/8id898

    This comment was originally posted on Twitter

  • http://twitter.com/outsidein outsidein

    Coca-Cola’s Happiness Machine http://is.gd/6GgMa (via @justinlevy)

    This comment was originally posted on Twitter

  • http://twitter.com/StarrGazr StarrGazr

    Have you seen the @cocacola “Happiness Machine” yet? It’s hilarious! http://bit.ly/8id898 /via @justinlevy

    This comment was originally posted on Twitter

  • http://twitter.com/Christi_Millar Christi_Millar

    Awesome!!! RT @justinlevy: Have you seen the @cocacola “Happiness Machine” yet? It’s hilarious! http://bit.ly/8id898

    This comment was originally posted on Twitter

  • http://twitter.com/thgbusiness thgbusiness

    Coca-Cola’s Happiness Machine: Imagine if you walked up to a vending machine, dropped in a couple dollars, made your se http://url4.eu/1AydW

    This comment was originally posted on Twitter

  • http://twitter.com/startabuzz startabuzz

    I CHALLENGE you not to smile! RT @justinlevy: Have you seen the @cocacola “Happiness Machine” yet? It’s hilarious! http://bit.ly/8id898

    This comment was originally posted on Twitter

  • http://twitter.com/donna_de donna_de

    Ear-to-ear! RT @startabuzz: I CHALLENGE you not to smile! RT @justinlevy: Have you seen @cocacola “Happiness Machine”? http://bit.ly/8id898

    This comment was originally posted on Twitter

  • http://twitter.com/vividsocial vividsocial

    Coca-Cola’s Happiness Machine http://bit.ly/5pR3Ox #socialmedia

    This comment was originally posted on Twitter

  • http://twitter.com/mikestenger mikestenger

    Coca-Cola’s Happiness Machine http://ff.im/-eAZ6N

    This comment was originally posted on Twitter

  • http://twitter.com/jlevymedia jlevymedia

    Coca-Cola’s Happiness Machine http://bit.ly/80p0hM

    This comment was originally posted on Twitter

  • http://twitter.com/agardina agardina

    This makes the marketer in me smile: Coca-Cola’s Happiness Machine via @justinlevy http://ow.ly/YLZp #smchallenge

    This comment was originally posted on Twitter

  • http://twitter.com/kelvin8048 kelvin8048

    Coca-Cola’s Happiness Machine http://j.mp/5raJui

    This comment was originally posted on Twitter

  • http://twitter.com/jlevymedia jlevymedia

    Coca-Cola’s Happiness Machine http://j.mp/8id898

    This comment was originally posted on Twitter

  • http://www.mikestenger.com Mike Stenger

    I caught this video last night Justin and I must say, I was super impressed by Coke's advertising! Coke responded back to me on Twitter and said they'll do their best to keep more ads like this coming ;-) Goes further to show that they actually “get” social media.

    What other brands could learn is to make things fun and interesting, not dull and boring. Create advertising and marketing campaigns that get people to think and then when they talk about you, engage and interact with them when you can.

  • http://twitter.com/agardina Alyssa G

    I think this kind of advertising should be categorized under a “daily dose of happiness”! It ties in well with other “hidden camera” videos making their way around the web now, like the improvisational dancing in train stations and flash mobs at museums. Coke has really tapped into an audience that just wants to smile.

    Brands could definitely learn from this. Advertising doesn't have to be expensive or elaborate – and sometimes, the most successful and memorable executions just make people smile.

  • http://twitter.com/tpgordo99 tpgordo99

    Coca-Cola’s Happiness Machine http://ff.im/-eBJht

    This comment was originally posted on Twitter

  • http://twitter.com/richard_tidman richard_tidman

    Made me smile… Coca-Cola’s Happiness Machine http://bit.ly/5mF03c

    This comment was originally posted on Twitter

  • http://twitter.com/cargillcreative cargillcreative

    This is so cool! Check out “Coca-Cola’s Happiness Machine” by @justinlevy http://bit.ly/8tVS6k

    This comment was originally posted on Twitter

  • http://twitter.com/zeidel zeidel

    Coca-Cola’s Happiness Machine – curating for viral – http://bit.ly/86p23Q

    This comment was originally posted on Twitter

  • http://twitter.com/lindahutch lindahutch

    Coca-Cola’s happiness machine on college campus:What fun! Happiness is contagious! Thanks, Ryan and Jackie! –> http://bit.ly/4yNpfh

    This comment was originally posted on Twitter

  • http://twitter.com/mohagan mohagan

    Coca-Cola’s Happiness Machine. http://bit.ly/4xm6I6 It works! I watched it, I’m happy. :-)

    This comment was originally posted on Twitter

  • http://twitter.com/PaintingBug PaintingBug

    Likey. Coke’s smart new social media viral ad via @justinlevy http://bit.ly/5emhcE.

    This comment was originally posted on Twitter

  • http://primecutsblog.com justinlevy

    Absolutely! Actually, some of the most expensive projects are the ones that
    are ridiculed by the community. While extravagant, multi-million dollar
    commercials may do well on television, they don't tend to translate well to
    the online world. Granted, some commercials do go viral but that's because,
    as Tim Street would say, they elicite emotion from us.

  • http://primecutsblog.com justinlevy

    Coke is definitely out there listening and responding. Shortly after I
    posted this, a conversation started on Twitter between myself and a couple
    others. Within minutes Coke had jumped into the conversation.

  • http://www.twitter.com/attractr David

    Cute. I hope happiness strikes next in Columbia or Guatemala:

    http://killercoke.org/crimes.htm

    Coke officially sucks until there's justice.

  • melissaleon

    Love this video, what a great idea! I have enjoyed seeing how Coke continues to embrace and understand social media. It will be interesting to see how advertising continues to grow in social media.

  • http://primecutsblog.com justinlevy

    It will definitely be interesting to see how the two worlds continue to
    collide!

  • Warnin

    Just shows the moral courage of this bunch of miscreants. They all knew they were getting something they weren't paying for. I didn't see one of these thiefs dial the Coke Distributor to come fix the machine. Yeah, the arms and the sub were fun but that only happened after the entire crowd convicted themselves.

  • http://www.facebook.com/vincent.y.tan.1 Vincent Ys Tan

    its quite a nice idea to advertise especially at a social media where people browse through the web. Its a very fun to advertise especially in a school where a coke pops out and the other and the other where people can share the laughter out of it.. Nice concept COKE