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Happiness Hits

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Coca-Cola’s launch of their “Open Happiness” social media campaign has successfully raised over $64,000 for the Boys & Girls Clubs of America by allowing users of the social network, Facebook, to send virtual gifts through the site. For every gift sent, Coca-Cola donates $1 to the Boys & Girls Clubs of America. Coca-Cola hopes to raise $250,000 with this campaign.  Once the Facebook gift is given, the gift giver receives a 20-second sneak preview of one of the two Coca-Cola Super Bowl advertisements. The gift is also posted on the receiver’s profile, and provides a link to the Coca-Cola fan page where others can send gifts. One of the Super Bowl advertisements features characters from The Simpsons while the features actor Denzel Washington. “Open Happiness” is a part of Live Positively.

In January, Coca-Cola released a viral video on Youtube.com titled “Happiness Machine.” The video now has over 1,000,000 views, and they continue to rise as word spreads globally. The “Happiness Machine” is a Coca-Cola vending machine that delivers anything from multiple coke bottles to a colossal sub sandwich! This “Happiness Machine” dovetails perfectly with their “Open Happiness” campaign, which they have launched globally.

Shortly after the Super Bowl, Coca-Cola is expected to sweep headlines with their sustainability plans for the winter Olympics in Vancouver. Coke will aim to make everything eco-friendly and produce “zero waste.” For example, the coolers they use will run on eKOfresh technology, which nearly eliminates direct greenhouse gas emissions. The vehicles they use to deliver beverages from their facilities will run on diesel-electric hybrid energy. Electric carts will be used within the venue. The tables and chairs will be made from wood salvaged from the pine-beetle epidemic in British Columbia, menu boards will be made of recycled materials, and the list continues.

With Coca-Cola leading the “beverage battle,”  Pepsi will have a challenge with its new “Pepsi Refresh Project” campaign.

Rachel Kaylor, Writer
Danielle Murray, Researcher
Mandy Baker, Designer

Comments

3 responses to “Happiness Hits”

  1. Jeanne Avatar
    Jeanne

    Great new look to the blog!
    My question – do you think that when attempts at building social capital come from the marketplace, are they any less valid? Or should we take our positive social capital anywhere we can get it>

    Reply
  2. Karly Rivenbark Avatar
    Karly Rivenbark

    After reading this blog and watching the video, I couldn’t stop smiling. As an Intro to IMC student, I’ll take a quick second to apply what I’m learning to this ad.
    Everyone knows what Coke is. Around the world, I would be confident saying that it’s one of, if not the most, well known brands ANYWHERE. Since everyone knows what Coke is and they don’t have any problems moving their product, they can branch out of advertising and move into other campaigns, like the “Open Happiness” we see in the post. But, while this isn’t a typical ad with polar bears or anything, it is adding to the story we think of when we see Coca Cola.
    Yes – Coke is a soft drink. Yes they have a red label. Yes they are 1.25 from vending machines.
    But – it’s awesome how they go beyond that to become – Yes, the drink that made a special machine. Yes, they gave out flowers and pizza. Yes, they brought people together. Yes, they made me smile.
    That’s powerful.

    Reply
  3. Brie Golden Avatar
    Brie Golden

    To the question of “Where will happiness strike next?” I sure hope it’s UNC Wilmington. I know if I were in this situation it would definitely open up a lot of happiness in me. Coke’s new Open Happiness campaign is a very strategic marketing plan that caters to both deliberative and epideictic rhetoric. The campaign is deliberative because it shows the initative Coke is taking to minimize their carbon footprint and create a healthier, safer, happier future for everyone. In addition, consumers will feel they are immediately making a difference by supporting Coke’s use of ecofriendly tactics, part of epideictic rhetoric. Not only this, but when Facebook users give virtual gifts to their friends, Coke donates money to the Boys and Girls Club of America. Nothing gives a person an immediate sense of goodness more than knowing they are effortlessly giving back to those in need. I know I’ll start buying more Coke from now on.

    Reply

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