Inspired by the vending machine that dispensed Coca-Cola and other “doses of happiness” on a college campus in New York and quickly became a global viral video sensation; a specially rigged Coca-Cola delivery truck took to the streets of Rio de Janeiro recently to spread refreshment and smiles to passers-by.
All the action is captured in a two-and-a-half-minute film. In the video, several unsuspecting Brazilians push a button on the back of the truck to dispense Coca-Cola and other fun items such as soccer balls, surfboards and sunglasses.
“‘Happiness Machine’ connected with so many people because the emotion was authentic, unscripted and contagious,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to inspire that same feeling again by creating something consumers would respond to and want to share with others because it put a smile on their face.”
Happiness Truck is one of many videos that can be found on the Facebook hub for “Where Will Happiness Strike Next?”. The hub features more than 25 films from around the world that have been created by local Coca-Cola teams to continue the theme of the award-winning “Happiness Machine,” which has generated more than 3 million online views. The interactive site lets consumers search for videos by country and even vote for where they’d like to see happiness strike next.
“We weren’t trying to replace ‘Happiness Machine’ with the ‘Happiness Truck,'” said Christy Amador, Digital Marketing Manager, Global Content Excellence. “We wanted to build on this great idea and continue to answer the question, ‘Where Will Happiness Strike Next?’ by spreading a message of happiness around the globe. These videos from markets all over the world help us to do just that.”
Two of the new films on the hub include a version of “Happiness Truck” filmed in the Philippines and “Happiness Store,” where convenience store customers in Rio are surprised with confetti, lights, live music and more upon grabbing a Coca-Cola from the cooler. “Happiness Machine” – which cost very little to produce – proved that we don’t need to spend millions to produce winning creative, and that great ideas and content can be sourced from anywhere.
Happiness Truck in Rio De Janeiro
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?
Happiness Truck in Canada
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Toronto, Vancouver & Montreal, Canada. After a full day of sharing happiness, the experience culminated in a 3-city simultaneous musical celebration featuring Kardinal Offishall in Toronto, These Kids Wear Crowns in Vancouver & Duke Squad in Montreal, to celebrate Coca-Cola’s 125th Anniversary. Where will happiness strike next?
Happiness Truck in Philippines
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Marikina, Philippines. Where will happiness strike next?
Happiness Truck in Kenya
Happiness Truck in Malaysia
The town with a population of over 150,000 kicked off its evening with a surprise from Coca-Cola’s Semangat Truck. What a nice prelude to dinner.
Happiness Truck in Venezuela
Happiness Truck in Ecuador
Happiness Truck in India
Happiness Truck in Russia (CHRISTMAS Edition)
Happiness Truck in France (UEFA Edition and OLYMPIC Edition)
Happiness Truck in Honduras
Happiness Truck in Turkey
Happiness Truck in Naples (COKE & MEALS Edition)
A Coca-Cola delivery truck is transformed into a happiness table in a small square in Naples. Famous chef Simone Rugiati is on a mission asking people
to eat together delivering “doses” of happiness through a magic food cloche.
Happiness Truck/The Cheering Truck in Argentina (FOOTBALL Edition)
This time, Coca-Cola outfitted a special red truck with a recording booth and has been travelling around Argentina collecting the cheers of football (or soccer depending on where you are from) fans to support the Argentinean team. Fans are encouraged to record their cheer to be heard by millions.
The truck drove through 19 different provinces in Argentina as it collected the cheer of over a million different voices. On the day of the match, the Coca-Cola Cheering Truck drove into a stadium that only had room for 50 thousand fans and played the recordings of over a million fans chanting and cheering for the team. Way to rally the troop Coca-Cola!
Coca-cola has been doing some really creative marketing campaigns that have utilized a traveling truck concept (see The Happiness Truck). It’s their way of spreading happiness throughout the world…not to mention strengthening their brand!
Happiness Truck in Hong Kong (TRANSFORMERS Edition)
Happiness Truck in Mongolia
Happiness Truck in Nederland
Happiness Truck in Poland (Euro 2012 Edition)
Happiness Truck in Azerbaijan
Where will happiness strike next? Of course in Baku, Azerbaijan. A Coca-Cola delivery truck has been converted to a happiness machine, which rides through Baku streets and shares the 125 year old happiness with Azeri people.
Happiness Truck in Ucraine
Happiness Truck in Egypt (RAMADAN Edition)
Coca-Cola Egypt gives people more reasons to believe using its Happiness Truck to spread happiness and joy in Cairo making Ramadan 2011 better for all Egyptians.
Happiness Truck in Mexico
The most recent experiential stunt from Sprite Brazil’s long-running “Refresh Your Ideas” campaign is a powerful shower on the beach in Rio de Janeiro that looks like a drinks dispenser. This is such a simple idea and is bound to get people thinking about how refreshing it would be to have some Sprite after a sweltering day on the beach.
This video is also a good way to start a viral campaign and gain some fans in their international Facebook page which already counts 8,4 millions followers. The campaign is growing quickly on Twitter right now, a lot of positive opinions are being shared via tweets.