Coca-Cola sent three “happiness ambassadors” on a journey more than 275,000 miles, 186 countries, and 365 days. The ambassadors visited territories were Coca-Cola is sold in order to document for the masses their search for happiness.
Their journey, tracked at Expedition206.com racked up 650 million media impression around the globe and engaged billions or people. They also made special appearances at the Vancouver 2010 Olympic Winter Games, FIFA World Cup in South Africa, and the Shanghai 2010 World Expo in China. It helped create more visibility for the brand in key markets.
The program was conceptualized as a global effort that would be coordinated by a team in Atlanta but actively managed by individual markets. It forced many of the local markets into the digital and social-media space for the first time.
The Coca-Cola ambassadors competed for a chance to be a part of the program. Coke reached out to Lonely Planet, Ignition (experiential marketing firm), and WWWINS (digital agency in China), asking for recommendations for candidates. It received 60 candidates that were then narrowed down to 18 and bought to Atlanta for interviews. From there, nine candidates, three groups of three, were tasked with promoting themselves to consumers, who then determined the winners in an online vote.
The program exceeded Coke’s expectations.
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