Coca-Cola aims to replicate US viral video success in UK
Coca-Cola is launching a UK version of its Happiness Machine viral, hoping to replicate its success in the US.
The video shows a vending machine giving out an assortment of items to surprised students in a college campus. The UK version will see the addition of UK-specific items such as strawberries and cream and the board game Twister.
The US version is now Coca-Cola’s most successful viral campaign and has had over 2.5m views on YouTube.
Jo Hyder, head of brand experience and interactive at Coca-Cola, said the drinks giant was hopeful of achieving the same level of attention in the UK, but added measurement of success is still a grey area for virals.
“Measurement is tricky if we want to link it back to sales, but really this is about building positive feelings towards the brand and spreading the message of happiness to all,” she said. “One of our most simple measures will be to look at how much we spent creating and distributing the content – a fraction of what we’d spend on a TV ad – and how many people viewed it to give us a cost per minute of engagement, which we can then compare to other activities.”
The video will be supported by blogger outreach, seeding and traditional PR, while viewers will be encouraged to comment on the video and share it with others through social media channels.
This story first appeared on newmediaage.co.uk
