Coca Cola Friendship Machine

Last week I wrote about the simple, but mysterious and hard-to-tap emotion of happiness.  Coke has defined their brand on this emotion over the last 40 years, and in a recent campaign in Latin America brought it to life as part of a way to celebrate Friendship Day.

Ogilvy Argentina developed the idea of a ‘friendship machine’ which would encourage movie-goers  to work together to get a 2 for 1 deal from a Coke vending machine.

The campaign resulted in a 1075% up-lift in vending machine sales that day. Over the nine-hour period 800 bottles of Coke were drunk from each machine.  After the event thousands of comments were recorded on blogs and social networking sites documenting the campaign.