The original Coca-Cola Happiness Machine video is several years old now, but just as delightful as it ever was. It’s not only a wonderful concept and experience for the people participating in the video, but it remains a mesmerizing content video in and of itself; eminently watchable, over and over again.
This video triggers a strong empathetic response in the viewer; we respond authentically to the authentic emotions of the people we are watching. We share their surprise and delight, and celebrate with them. It’s no surprise that this video has 8 million views; it makes you feel good, every time.
Coca-Cola has gone on to produce several more of these kinds of customer experiences – about one a year, all over the world. Here’s another favorite:
Several years ago I listened to a Coca-Cola ad exec speaking at the Portland Creative Conference (I am so bummed I don’t remember her name and can’t find it now), and she explained that Coca-Cola specifically sets aside 10% of their ad budget to try new things that depart from their traditional (very successful) strategy. Of course, Coca-Cola has an absolutely enormous ad budget, so they can do a lot with that 10%, but I think it’s an incredibly intelligent approach. Spending a small portion of your budget to try new things creates the opportunity to test concepts and potentially connect with new audiences, and helps keep a brand from stagnating. Even a successful marketing plan, repeated over and over until it becomes a formula, has the potential to lose audiences; the content gets stale, even if the intention is nostalgia.
These videos are remarkable as branded content.
- They reinforce core brand position. They are a logical progression of the “teach the world to sing in perfect harmony” and “have a Coke and a smile” that are indelibly linked to Coke brand history, philosophy, and core principles.
- They are watchable and sharable. As above, these videos are intrinsically compelling because the people in the videos are not actors. The emotion is absolutely genuine, and triggers the same emotional response in the viewer.
- These are authentic, delightful customer experiences. The delight and pleasure of the people participating in the Coca-Cola happiness project is authentic and infectious. The “feel-good” emotions associated with the brand are deep and lasting; these people will remember and talk about this experience for their whole lives. Viewers of the videos will be reminded of them when they see a Coke vending machine (and may try it out, hoping for a surprise).
- These videos cost nothing to make. Compared with a traditional TV advertisement, these videos are incredibly cheap. Even when you factor in the cost of prototyping or modifying specialized vending machines, trucks, or phone booths, they remain inexpensive. They don’t require sets, actors, lighting, expensive permits; the camera, audio, and insurance costs for these kinds of things are low, and logistics are easy because you stage the shoot where you want.
The Happiness Machine (and the rest of the happiness series) are brilliant branded content. They reinforce brand position, are watchable and sharable without expensive ad buys, are inexpensive to make, and create lasting, delightful experiences for leads and customers alike. Well done!
Villon adVentures 