The Happiness Machine
Trying to replicate the success of the US Coca-Cola viral, cleverly titled 'The Happiness Machine', Coca-Cola have decided to launch a UK version of the viral advert, featuring items deemed to be 'stereotypically' British.
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‘The Happiness Machine’ viral features a vending machine whose aim is to provide happiness by providing gifts to unsuspecting students (within a college campus). Jo Hyder (head of brand experience and interactive at Coca-Cola) states that the sole aim of the viral was about ‘…building positive feelings towards the brand and spreading the message of happiness to all.’ So far there has been over 2.5 million views on one Youtube channel alone.
While the success of a viral advert can somewhat be problematic; in short, think of the multiple video streaming sites (Google Video, Vimeo to name but two), and the multiple copies of that video uploaded onto these sites (all containing different users interacting, and viewing the videos, posting comments and interacting with one another etc.), the interaction on social networking websites (forwarding the video to friends, embedding the video into other websites, general comments or messages on twitter/facebook etc) and combine it with the offline interaction (recommendations and discussions with friends), knowing exactly how many people you have engaged with is somewhat a grey area.
Due to the cost of the campaign (being significantly less than what Coca-Cola typically spends on television advertisements), and the number of people who have interacted with the campaign (however problematic) Jo Hyder believes that success can roughly be gauged by a ‘cost per minute of engagement’, which can then be compared to previous advertising campaigns.
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