People love free stuff and the new online only video which is part of Coke’s global “Open Happiness” campaign is testament to that. Produced by Definition 6 the video aims to connect the brand with teens and young adults outside of traditional TV advertising. Set in a college cafeteria, the footage captures the surprise and delight on the students faces as a magical Coke machine gives away bottle after bottle of free Coke, sunflowers, pizza, balloon animals and an epically huge six-foot sub!
So far it has been online for 10 days and its racked up 820,000 views on YouTube. The only distribution sources for the video were a tweet from the Coke Twitter account and their Facebook fan page. Interactive YouTube feature have been used to great effect as the video finishes with an interactive call to action “Share the Happiness” alongside the question “Where will the happiness strike next?”.