Deliver a lot of happiness

Coke took their Happiness Machine campaign mobile and international. After the success of the Coke Happiness Machine (with 3.2 million hits on You Tube) they created a branded Happiness Truck that brings cheer to patrons with a free pop. The Happiness Truck creates an exciting, feel-good experience for consumers that they don't expect. No one expects to get a free Coke let alone a free surf board on the street from a truck.

When someone sees a Coca-Cola truck parked on the street you probably think nothing of it. But, by simply adding a call to action (push button) all it takes is one curious person to create a full blown event. I do find it interesting that all it took was some simple branding and a push button to attract its first consumer. I applaud them for not splashing a huge message on the side of the truck...it adds to the surprise and delight concept, or in their words "Deliver a little happiness."

Passers by lined up to get a better look at the truck and to get a free Coke. Coke didn't stop there which makes it that much better. Creating exclusive and random giveaways along with the free Coke gives another level to the experience. Consumers are thrilled to find out that they are one of few who got a beach ball or a pair of red sunglasses. And we all know how much people love free things. The funny thing is that you still need to be mindful and creative when it comes to the giveaway. If Coke was giving away something that wasn't relevant, like a mouse pad or luggage tags for example, consumers wouldn't be as excited about it and they most likely wouldn't use it again. If the truck is at a beach like it was in Brazil why wouldn't you give away sunglasses and beach balls. It sounds simple, but it makes sense. Too many companies make the mistake of giving away random things. The more creative and relevant the giveaway the more likely the consumer will reuse it.

I think the best part of the campaign is the viral component. 3.2 million hits on You Tube is incredible! As of today the Happiness Truck has close to a million hits and it was just posted a month ago. Just seeing the smiles on everyone's face is what marketers dream of. What a great campaign. It definitely makes you forget that Coca-Cola is not good for you :) Now the question is....what is Pepsi doing to keep up?