Above is Coca-Cola’s first global viral effort designed to connect with teens and young adults outside of TV ads and online games. The video has racked up more than 784,000 views since being launched January 12th on YouTube. Produced by Atlanta’s Definition 6, the video ties into Coke’s global “Open Happiness” campaign and marketing of it has been via a Tweet and Facebook announcement.
“Coke’s hope is that this first viral effort will be deemed successful enough to lead to others. It may also serve as an additional case study for brands – and an industry – already looking to digital efforts to deliver against targeted objectives at which TV (and its oftentimes distracted audience) falls short,” PSFK commented on the viral video.
First saw the ad on the always excellent 5 Blogs Before Lunch.
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