Coca-Cola Co. is launching a new social media push that will send three bloggers to more than 200 countries in a year to uncover what makes people happy, as part of the soft drink maker’s “Open Happiness” campaign.
The around-the-world journey, dubbed “Expedition 206,” is ambitious, involving stays of just a day or two in each of 206 countries where Coca-Cola is sold.
The three people–who will be chosen in an online vote starting Wednesday–will spend the entire year travelling. Coke will pay their travel expenses and pay them a salary. It wouldn’t disclose the cost of the venture.
The travellers will meet with locals, tell stories on the trip’s website and take part in events like the Winter Olympics in Vancouver.
“It’s not about having the Coca-Cola brand first and foremost, centre of the screen,” said Adam Brown, director of Coca-Cola’s office of digital communications and social media. “It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy.”
The company has been pushing its “Open Happiness” marketing campaign since the beginning of the year. (Coke brought the campaign to Canada in July: http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20090729_174944_5780).
The campaign focuses on soft drinks and is intended to appeal to consumers looking to spend less money. Ads show people enjoying simple pleasures, including a Coca-Cola.
The trip begins Jan. 1 in Madrid. In the first month, the bloggers will go to 17 countries, including Venezuela, Brazil, Bolivia and Panama. It ends Dec. 31 at Coca-Cola headquarters in Atlanta. The travellers will mostly be on their own but will connect with local Coca-Cola representatives and be escorted in certain countries, Brown said.
Consumers choose from nine finalists the company selected. Votes can be cast atExpedition206.com.
When the trip gets going, consumers will also offer suggestions on what the trio will do at their destinations and vote on where they’ll go within certain areas, Brown said.
