Guerilla Marketing Example – Coca-Cola Happiness Vending Machine
Check out this Guerrilla Marketing Example! ATLANTA, May 28, 2010 — Since January 12, 2010, hidden camera footage of smiling students getting more than they bargained for from a Coke vending machine has been viewed by more than 2.2 million people on YouTube. Last night, the Coca-Cola “Happiness Machine” was awarded CLIO‟s prestigious Gold Interactive Award at the 51st annual awards dinner held in New York City. A CLIO award is one of the world‟s most recognized industry accolades for advertising, design and communications. The “Happiness Machine” video, the result of a collaboration between Coca-Cola and integrated interactive marketing agency Definition 6, features a Coca-Cola vending machine transformed to deliver surprising “doses” of happiness to unsuspecting college students. Shot on location at the Queens, NY, campus of St. John’s University, the outwardly typical Coke machine, was placed in the center of the student cafeteria, in full view of five strategically placed hidden cameras. What ensued was totally unscripted. Over 2 days of filming, the hidden cameras captured the spontaneous reactions of the students as the machine dispensed an array of goodies including, flowers, pizzas, sunglasses, a twelve-foot „hero‟ sub and a seemingly never ending supply of Coca-Cola. “Happiness is contagious. When you see people smiling, you want to smile.” said Wendy Clark, SVP, Integrated Marketing Communications and Capabilities, The Coca-Cola Company. “This human truth is at …
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All I can say is wow. Guerrilla marketing is very powerful in the right setting.
Guerrilla Marketing is exactly Guerrilla Warfare for marketing. Che Guevara and before him, Sun Tzu of “The Art of War” documented it’s philosophies perfectly.
The key principles (and I know this is destroying their work by trying to simplify) are:
1. Lure your customer (enemy) onto terrain that’s advantageous for you (website, retail store, call with sales person)
2. Do so using minimal troops (spending ad dollars). Use their greed, fear, desire instead.
3. Kill (convert) without using
Sup, Anyone learned about the Phantom Cash System? (do a Google Search) Ive listened to many outstanding stuff about it and my dad made loads of cash with it!
Wow hehe awesome. Wish i worked with coca cola
Very Cool Marketing Technique! Check out facebook/guerillaink ~ toronto for other cool techniques
1:13 ahah he looked so happy
That’s badass u gotta admit it I would laugh so hard and be so shocked and happy if that happened at my highschool I would have a backpack full of coke lol hahah I would love it lol that’s kool
LOL I wouldn’t drink coke if it was free lol all that sugar and chemicals, gross.
2:01 Floyd Mayweather Jnr?
lmao the sandwich
Imagine what they could do if they put it in an area with poor people! There dreams wouldmcomemtrue
Diabetes
siiiiiiiiiick promotion
Coke, pizza, all that sugar….. Jesus all those kids will have shocking rotten tee…..Oh.
coke has the financial capability to do this.
Que chido … por que COCA-COLA ES ASI!!!!!!
this make me hungry!!!
1:03 LEBRON JAMES LoL
Que perron!!!! no por nada han trascendido a lo largo de tantos años…excelente MARKETING
AWESOME!!!
ingenius!
This is gotta be one of the best things I’ve ever seen!
Wish we had a vending machine like this in my school.
haahhaha nice!
YOU HIT THE COKEPOT!!!!