Last Friday, Coke released a video for its 'Open Happiness' campaign that it hopes will become a global viral sensation. The video has so far had over 900,000 Youtube viewings. The effort is part of a global effort on the 'Open Happiness' theme that includes other social media efforts, including teams sent all over the world to identify 'stories of happiness'.
Here is how Mediapost described the effort on Tuesday.
The video, shot on the Queens, N.Y., campus of St. John's University, concludes with a title asking: "Where will happiness strike next?" and a message encouraging viewers to "Share the happiness, share the video."
A.J. Brustein, global senior brand manager, Coca-Cola, says the video was conceived as a way to connect with teens and young adults outside of TV ads and online games. "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," he sums up.
Coke acknowledges that the effort is an experiment and future videos will depend on the success of this one. Do you think this is a good approach for a powerful brand like Coke to use to connect with younger drinkers? Why or why not?
Posts
