ATLANTA -- Coca-Cola has posted a video on YouTube for viral distribution
that ties into its recently launched “Open
Happiness” global advertising campaign.
The video features a Coca-Cola vending machine that deliver "small doses of happiness" to unsuspecting college students, in the form of everything from fresh flowers and pizza, to 6-ft. subs and balloon animals. It was filmed on the Queens, NY, campus of St. John's
University, where the production crew secretly installed a Coca-Cola vending machine overnight, equipped for the purpose, along with several hidden cameras strategically placed to capture students' reactions.
"We were looking for a creative way to connect with teens outside of the typical TV commercial or online game," said A.J. Brustein, Coca-Cola's global senior brand manager. "We wanted to give them something that would spread a bit of happiness and something they could pass on to their friends to keep the happiness flowing."