Coca-Cola has come a long, long way in social media. Back in 2006 they had a misstep or two, but they’ve got it now – big-time.
As part of its Happiness Campaign, Coca-Cola transformed a campus vending machine into a “happiness machine”, delivering unexpected doses of happiness.
The video has been viewed nearly two million times.
The fun continues on Coke’s YouTube Channel where users are invited to upload their happiness dance videos. The idea is reminiscent of the Top Secret Dance Off which started out as silly fun, and has, sadly, since turned kinda gross. Not to worry: the Coca-Cola dance videos are fun and funny, and done to an incredibly catchy tune.
The bottom line: companies can make friends, and money, when they lighten up and look at emerging media as an opportunity rather than a threat.
Coke’s Happiness Campaign Just Keeps Getting Better
BL Ochman | March 25, 2010 | Permanent Link | Comments (3) | TrackBack (
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Categories: Advertisement, Alternative Marketing, Best Practices, Buzz, Internet strategy, Marketing Strategy, Peer-to-peer, Reality Marketing, Social Media, Social Media Marketing, Trends, Video Contests
Tags: , Coca-Cola dance-off, Coca-Cola happiness, Coca-Cola happiness machine, social media marketing
Tags: , Coca-Cola dance-off, Coca-Cola happiness, Coca-Cola happiness machine, social media marketing
Thanks for pushing this out into the Blog/Tweesphere; it’s a great example of Social Media and Viral Marketing.
That´s true, companies can really be successful with their campaigns by integrating social media. But perhaps not only the channel pulls attention but also the fact that Coca-Cola involved people to be a part of the campaign and give them the chance to create value on the brand on their own. Thus, by a creative and funny involvement of consumer and target groups, companies could achieve to make their campaigns successful.
The primary aim of social marketing is “social good”, while in “commercial marketing” the aim is primarily “financial”. This does not mean that commercial marketers can not contribute to achievement of social good.