Brand Ad 2

Coca-Cola Happiness Machine

Created by:
Definition 6, Atlanta

Launched:
2010

Media used:
Online, Outdoor

Appeal:
Emotional

Analysis:
Based on the video above, it can be derived that the goal of implementing the 'Coca-Cola Happiness Machine' is to demonstrate the joy and excitement that Coca-Cola generates in customers until the present time. This was evident through the use of sound, where the sound effect of a slot machine hitting the jackpot was played right before a festive atmosphere erupted and the line, "Where will happiness strike next?" at the end of the video (Duncan, 2010).

Although the advertising effort above may not produce profitability in monetary terms, the free give-aways, from extra Coke to a six-foot sub, is able to break through the clutter of advertisements found in the marketing world (Wilkinson, 2010).

Through the use of hidden cameras, unscripted responses of university students in their natural surroundings were captured and made as part of the ad. For example, the female student giving the Coca-Cola machine a hug. Because of this natural setting, the video's credibility increased and was reposted in multiple networking sites such as Twitter and Facebook. This form of promotion, known as viral marketing, attracted an unexpected 1 million hits on the Internet in the first week at zero cost (Edelstein, 2010).

Overall, the video enabled Coca-Cola to successfully remind their customers of the benefits obtained from the consumption of their products. The video also communicated the good will of Coca-Cola and by going over the extent of merely selling their products, managed to further improve consumers' attitude towards the brand.

References:

1. Duncan (2010). Coca-Cola Happiness Machine. Retrieved May 8, 2011, from http://theinspirationroom.com/daily/2010/coca-cola-happiness-machine/
2. Edelstein, M. (2010). How Coca-Cola created its 'Happiness Machine' [Interview]. Retrieved May 8, 2011, from http://mashable.com/2010/07/21/coke-happiness-machine/
3. Wilkinson, T. (2010). Coca-Cola's Bold Offensive. ANA Magazine. Retrieved from WARC.