Coca-Cola Wants to Know What Makes People Happy
Coca-Cola will send a team of three bloggers-cum-“Happiness Ambassadors” around the world in 2010, with the mission of finding out what makes people happy. Can they find a role for Coke to complement that pursuit of happiness?
Coca-Cola announced that it is launching a new social media push that will send three bloggers to more than 200 countries in a year, with the goal of uncovering what makes people happy. The social media piece will be part of Coke’s broader “Open Happiness” campaign.
Ambitiously, the around-the-world journey involves stays of just a day or two in each of 206 countries. The three people will be selected via an online vote starting today, Wednesday the 21st. They will spend the entire year traveling while Coke pays their travel expenses and a salary. The travelers will meet with locals, attend internationally-renowned events like the Winter Olympics in Vancouver, and ultimately blog about it on Coke’s “Open Happiness” campaign website.
“It’s not about having the Coca-Cola brand first and foremost, center of the screen,” said Adam Brown, director of Coca-Cola’s Office of Digital Communications and Social Media. “It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy.”
The announcement of the social media campaign will doubtlessly generate publicity and consumer interest for Coke. Additionally, it will be interesting to see what Coke learns from the endeavor – will the bloggers truly deliver on the challenge of uncovering insights of what makes people happy around the world? And will these insights be useful to Coke in engaging with consumers and appealing to their emotions? Remains to be seen…but it just may be an Account Planner’s dream.