How Coca-Cola and Google turned online marketing into real-life happiness

As a business owner, you should keep abreast of the latest trends in the marketplace and apply those innovations to branding your business. The major organizations in the world today are great role models to look up to – brands like Google and Coca-Cola understand how to create a unique culture. In fact, this has recently been reaffirmed in Google’s latest campaign entitled Project Re:Brief.

The search giant settled on the idea of updating classic advertisements from years past to promote new technologies and web innovations. The company chose Backer’s 1971 “Hilltop” ad, which proposed buying everyone in the world a can of Coke. While this idea seemed impossible back in its day, Google envisioned the idea and incorporated new technologies to make giving Coke away easier than ever before.

“We wanted to show what our technology was capable of, not talk about it,” product marketing manager at Google Aman Govil told Mashable.

Using a mobile application, a consumer in the United States could purchase a Coke for a person in Buenos Aires. What’s more, the buyer could then watch a video using Google Maps and Street View to see the can traveling across the planet and into the hands of the recipient. The buyer can even watch a video of the person’s surprised reaction and receive a thank-you note from the person. The goal of the movement was to underpin Coke’s current “Open Happiness” campaign, and the act certainly did its job.

“What we’re trying to do is move from online community talking about happiness to provoking it in real life,” global creative director at Coca-Cola Jackie Jantos said to Mashable. “Don’t tell people a story, give people a story to tell.”

Coca-Cola took the opportunity to put an idea that, in the past, was impossible to test. The campaign created long-lasting impressions, an act that surely lead to brand loyalty for both parties.

When using technology to promote your products or services, consider how you can create action, rather than talk.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.