Lately, I have been shown a lot of the Coca-cola commercials. To my surprise, I have seen most of those videos/commercials before. Today, in marketing class, we were shown a Coca-Cola futuristic commercial. Last night, I attended an EBiz Annual Event, where they were talking about the importance of social media. Ann (a marketing professor at UBC) talked about a viral video about Coca-Cola happiness machine. She had worked there before and was exposed to how the whole process was developed. It started with a small company called Definition 6. It took them 10 years to finally reach Coca Cola’s marketing team and presented them with the storyboard of the happiness machine. Coca Cola decided to take a chance with them and together, they created the video. In order to make it viral, Coca Cola had all of their employees (26000 employees) to post the link on their facebook, twitter, and any other social media channels. It spread like a wildfire and achieving over a million views over the first week. This has shown me that it takes a lot of effort to create viral campaigns or any other good advertisement for that matter. After the viral video, they went ahead and created a commercial from the video. It was amazing hearing what it took to create a viral campaign. Also, the video reinforced Coca Cola’s brand and what Coca Cola wanted to represent – happiness.
