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Issue Date: Vol. 50, No. 6, June 2010, Posted On: 6/3/2010

Coke Video Wins Advertising Award

Emily Jed
Coca-Cola, Coke, Happiness Machine video, Clio Gold Interactive Award, Definition 6, vending, vending machine, soda machine, vending machine business

ATLANTA -- Coca-Cola's Happiness Machine video was awarded the Clio Gold Interactive Award, one of the world's most recognized industry accolades for advertising, design and communications. The video has been viewed more than 2.2 million times on YouTube since it was posted on Jan. 12.

Shot on location at St. John's University (Queens, NY), the video centers on an outwardly typical Coke machine transformed to deliver surprising "doses of happiness" to unsuspecting college students. Over two days of filming, hidden cameras captured the spontaneous reactions of the students as the machine dispensed an array of goodies including flowers, pizzas, sunglasses, a 12-foot submarine sandwich and a seemingly never-ending supply of Coca-Cola.

Created collaboratively by Coca-Cola and integrated interactive marketing agency Definition 6, the "Happiness Machine" video is part of Coca-Cola's global integrated marketing campaign, "Open Happiness," which invites people around the world to bring positivity, optimism and fun into their lives. Launched in 2009, at the core of the campaign is the message to consumers to open a Coke and "share a little happiness."

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