Making an idea pop.
Coke’s Happiness machine was designed to highlight the genuine delight that Coke brings to consumers by delivering small “doses of happiness” through relatively mundane activities. It was so successful that Coke took the concept on the road and turned it into a brand activation.
The truth is that the brand’s most famous stunt started as just an idea for a piece of digital content. That only shows the amplification potential of a great activation concept.
In the era of paid, earned & owned media, brand activations can reach a much broader impact through social and digital.
Back in 2010, by posting on YouTube and Facebook and activating bloggers and social influencers, the video went quickly viral, hitting over one million viewers only on the first week. From a viral sensation it became part of pop culture.