Coca-Cola’s Open Happiness Campaign Wins Big

Atlanta Business Chronicle | A Coca-Cola commercial won the ad world’s equivalent of an Oscar.

Atlanta-based The Coca-Cola Co. (NYSE: KO) said its “Happiness Machine” was awarded CLIO’s prestigious Gold Interactive Award at the 51st annual awards dinner held in New York on Thursday evening.

The video, from a collaboration between Coca-Cola and Atlanta-based marketing agency Definition 6, features a Coca-Cola vending machine transformed to deliver surprising “doses” of happiness to unsuspecting college students. Shot at the Queens, N.Y., campus of St. John’s University, the Coke machine was placed in the center of the student cafeteria in full view of five strategically placed hidden cameras.

Over 2 days of filming, the hidden cameras captured the spontaneous reactions of the students as the seemingly normal Coke machine dispensed an array of goodies including, flowers, pizzas, sunglasses, a twelve-foot ‘hero’ sub and a seemingly never ending supply of Coca-Cola.

Since Jan. 12, hidden camera footage of smiling students getting more than they bargained for from a Coke vending machine has been viewed by more than 2.2 million people on YouTube.

Earlier this week, the “Happiness Machine” video reached its biggest audience yet as a 30-second edit of the footage debuted during American Idol’s season finale.

The video is part of Coca-Cola’s “Open Happiness” campaign


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