Coca-Cola has released videos of their “Happiness Truck” on their Facebook page today. Watch the video here: http://www.facebook.com/BreakMediaGroup
Designed after their “Happiness Machine,” which gave out free Coke bottles and multiple merchandise objects, Coca-Cola decided to revamp this campaign by creating a “Happiness Truck.” Instead of being set in a college situation, the “Happiness Truck” begins in Rio de Janeiro where it stops and hands out soccer balls, beach towels, sunglasses, and of course Coke beverages.
In this marketing stunt, Coca-Cola wanted to show how happiness can translate in any market around the world, not just in the U.S. or Europe. Coke is one of, or maybe the most recognized brand in the world and doesn’t need huge awareness campaigns. This feel-good “Happiness Truck” campaign is exactly what they needed after their Superbowl Ad that didn’t create the same desired effect.
Coke decided to air the campaign on their Facebook page in order to increase their “Likes” and spread it to as many people across the world. These kind of initiatives are exactly what Facebook pages should be used for: to create positive buzz around your brand name. Coke isn’t trying to sell anything here, except for the image of a socially conscious brand with a soft spot for making people happy. Is there anything wrong with that? No.
What do you think of this initiative? Does this make Coca-Cola a more likeable brand in your mind? If not, what should they have done differently?
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