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Case Study on Coca Cola

In: Business and Management

Submitted By dlevesque
Words 387
Pages 2
Taylor Levesque
Case Study #2 – Alternative Marketing
April 27th, 2014
Professor Milbourne

Coca – Cola Happiness Machine
Description:
In 2010 Coca Cola developed a plan to reinstate the message Coca – Cola has had for quite some time “Open Happiness”. For this campaign they wanted to extend their digital content. Coke executives and their marketing team came up with the Happiness machine. The idea behind the Happiness vending machine was to express a real organic experience. How they executed this was by Placing a normal coke machine on a college campus and making it seem genuine by having the machine wide open while it was being stocked. When a student paid for a coke the machine continues to hand out more of its product for free along with other awesome surprises. The element of surprise and happiness this stunt created a new emotional connection with the brand to the given audience.
Target:
The audience for the Coca Cola happiness machine was a college campus that was coke affiliated and had heavy foot traffic. St John’s University in New York was the surprise location. This Target audience is a more specific for the product and brands target audience. Since Coca Cola target audience is much generalized. Connecting to a heavy traffic target audience on a college campus allowed them to create a more personalized emotional connection to a certain group of people. Also, it allowed them to create the bigger buzz they were looking for on social media and digital media content.
Purpose:
The goal or purpose of this was to create an organic experience. The success behind the overall experience in the end was the sense of happiness created by this experience which also created an emotional connection with the brand. The students involved weather physically or just being a standby is what created this experience to be genuine and organic. Setting up

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