Best Use of Video in a Social Media Campaign← Go back to category
Coca-Cola: Where Will Happiness Strike Next
Feb. 15, 2012
- Best Use of Video
Team members: Mike Creati - Senior Web Developer, Ashley Reed - Social Media Manager, Kristine Lilly - Media Senior Buyer / Planner, John Harne - Exec. Creative Director, Darcey Topham - Senior Account Manager, Blakely Blalock - Account Director, Paul McClay - Digital Media Director
About this entry
The objective of the “Where Will Happiness Strike Next?” campaign is to unite the Coca-Cola brand with happiness in a way that invokes sharing, and thus, enabling Coca-Cola’s audience to share happiness with others, using the brand as the vessel. One of Coca-Cola's core brand principles is sharing - so the goal was to tell a story that would live on as a piece of shareable content.
The strategy was simple: create a moment of genuine happiness and harness that moment in a way that allows others to share in that moment, and then share it with each other. Let the idea expand…the story and emotional connection to the work should be universal in its understanding and appeal.
Along with the release of the Happiness Truck on Coca-Cola’s YouTube page, the Facebook hub is simple, intuitive, and creates a participatory environment. Tactically, the hub is scalable and designed to house new markets that join the Facebook Hub, add their pins to the globe and allows for endless updates.
The case for why this entry should win a Shorty
One of the big purposes of the Hub was to inspire other markets to create their own videos so they could be added to the interactive globe with their pin on the map. To date, we have 14 markets that appear on the map with over 50 videos, and more scheduled to be added later this year. Happiness is not unique to one culture or another, and Coca-Cola wanted to develop this content aggregation hub to show how it translates in different cultures.
Sharing is a Coca-Cola Company principle. Creating a story worth spreading and sharing was what this campaign was all about. Authenticity, another Coca-Cola Company principle, is why the happiness you see on screen is so contagious - because it’s real. No actors were used and the cameras were positioned to avoid influencing participant behavior. You simply can’t make this up. You can only hope to capture it. And we did.
So Where Will Happiness Strike Next?
Happiness Machine: 4,416,618M views YouTube Views, 200M+ impressions globally , 412k organic search results, based on "Coca-Cola happiness machine" search on Google and 22M for "happiness machine", 3.5k YouTube comments, Total Blog Posts: 287 – 825, Total Tweets Over 5K, Other Site Views - 50,000+ Duplicate video views on You Tube: 40,000+. Over a dozen markets activated the Happiness Machine locally, starting with the US team airing a 60 second version we created on the second biggest media event on TV - the American Idol finale.
Happiness Truck: Launched on Feb. 22, 2011, it has been shared through Twitter and Facebook over 7,000 times, nearly 600 blogs written about it, and has been viewed over 1,700,000 times. Additionally, the sentiment is overwhelmingly positive with over 3507 “likes” on YouTube and over 943 comments.