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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