Open Happiness

Coca Cola wants to make the world a little happier.  Their advertising campaign “open happiness” has been around for some time now, but it was not until recently did I become aware of their unique and seemingly very popular guerrilla marketing technique, the happiness machine.

A creative twist on the standard vending machine, Coke began their mission to “spread happiness” at St. John’s University in New York.  It not only dispensed free bottles of Coca Cola, it gave out flowers, pizza, and a six foot long sub generating one million views in the first week and more than five million views on YouTube today!

Want to get an idea of what this magical vending machine did to a seemingly normal day at St. Johns?  Watch the video below…

After St. Johns they continued to bring this magical machine to many other college campus’s across the U.S. as well as around the world stopping in Singapore, India, Buenos Aires, Indonesia, and London – just to name a few!

I can’t help but be pretty impressed by Coke’s ingenuity in this project, and am personally drawn to their advertisements supporting their creative machine.  However I do not think that they have totally sold the rest of my age group, who some have labeled “the millennial’s”.

Public Relations Society of America states that millennial’s ages 23-36 “place high value on social responsibility, sustainability, and local, organic, grass-fed and hormone-free dishes” and tend to go for “higher-quality products and lots of choices”.

With this definition, Coke may not be the millennial’s number one beverage choice.  Coke has a reputation of pushing heavy duty sugary drinks and there has been a lot of discussion about how sustainable they really are (lots of plastic within their bottles…).

On the other hand, millennial’s areimage.axd very Internet and social media savvy.  Having grown up with the Internet we like our information to be fast freely flowing, and Coke has done a good job keeping up to speed with innovative technological promotions, such as their new idea to have two users see each other and touch hands virtually through one of their special vending machines.  I consider myself to be a millennial and one thing I value is being a citizen of the world. The idea of connecting people across the globe is pretty cool (and current), and relates to my personal values.

I have to say, I am normally very opposed to Coca Cola’s schemes, but the happiness machine did work for me.  I caught myself smiling while watching videos of people accepting their free gifts… and did kind of wish they had come to my college campus as well!

WP 4/19

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