Definition 6 Launches Coca-Cola "Happiness Machine" Video
ATLANTA (January 14, 2010) - Definition 6, an integrated
interactive agency, today announced the launch of the Coca-Cola
"Happiness Machine" video. Coca-Cola selected Definition 6 to
develop a video for viral distribution that would tie into its
recently launched 'Open Happiness' global advertising campaign. The
video was introduced yesterday through Coca-Cola's YouTube
channel.
"We were looking for a creative way to connect with teens
outside of the typical TV commercial or online game," said A.J.
Brustein, Global Senior Brand Manager, Coca-Cola. "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."
The "Happiness Machine" campaign features a Coca-Cola vending
machine transformed to deliver small "doses" of happiness for
unsuspecting college students, in the form of everything from
flowers and pizza, to 6-foot subs and balloon animals.
"Happiness is contagious," said Michael Kogon, CEO, Definition
6. "We really wanted this to come through in the video. Once we saw
the genuine excitement created with each new surprise, we began to
think we might have a hit here. So far the video has been very well
received - everyone is asking us to send the Happiness Machine to
their town. We'll just have to see about that."
"Definition 6 did a great job from concept to execution,"
Christy Amador, Digital Marketing Manager, Coca-Cola Global
Interactive Marketing. "The video really brought dimension to the
concept of Coca-Cola bringing little "doses" of happiness to people
everywhere."
Definition 6 shot the "Happiness Machine" video on the Queens
campus of St. John's University. The production crew secretly
installed a Coca-Cola vending machine overnight - along with
several hidden cameras strategically placed to capture all the
happiness in action.
The "Happiness Machine" video can be viewed on YouTube: http://www.youtube.com/watch?v=lqT_dPApj9U
