Coca Cola Advetising Strategy

806 Words4 Pages
“COCA COLA: HAPPINESS MOMENT“ What was Coke’s goal? What was Coke looking for when they decided to create a web video? 1. Demonstrate Authentic Happiness 2. Showcase Human Connection 3. Induce Small moments of happiness 4. With no paid media to support the campaign 5. Coke’s original goal was to beef up its digital activation platform 6. a video that we hoped would go viral. In the Initial thinking, the original WWHSN (where will happiness strike next) video was intended to be a one-off consumer touch point that would live by itself in the online environment. But later the content was too good to leave alone and burst into something more. “The Happiness Machine” web video started out as just a piece of digital content, a dose of happiness. The research story and strategy behind campaign development: * Where Will Happiness Strike Next’ campaign was critical as this was some of the best ever created, regardless of the online environment * The process started with a large brainstorming session. Three ideas turned into a pitch that was taken back to Coke and “The Happiness Machine” was selected. * Coke wanted the machine to be magical but didn’t want to reveal the secret behind the magic * And the development team including its partners Millward Brown, acted as the ‘catalyst’ for organizational movement and action * Millward Brown and the Coca-Cole research team provided a continual push within the organization to take this viral experience to leverage it beyond its current adaptation. People may think the success of this video was due to Coke giving away free stuff to college students. Do you believe this is true? The above argument as per me was not true and coke also argued thus mentioned the reasons below: * Coke argued that it was the element of surprise, not that somebody got animal balloons or two
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