Growth5 Blog

Thursday, January 21, 2010

Coke's Happiness Campaign

Coke launched the "Happiness Machine" video (embedded below) via their YouTube channel about a week ago. It has received over 750k views so far.

The video was shot on the Queens campus of St. John's University after a specially-equipped vending machine was installed the night before.

Coke is targeting a younger audience with this video. "We were looking for a creative way to connect with teens outside of the typical TV commercial or online game," according to A.J. Brustein, Global Senior Brand Manager, 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."

You have to admit, it's pretty hard to watch this video without smiling. Free stuff for college students, I think it's safe to say their happiness was both genuine and infectious.

Coke has figured out that it makes sense to a) place ads where people are looking and b) entertain them as opposed to disrupting and annoying the audience.

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