Read about the development of Coca-Cola's award winning "Happiness Machine" video, which has gained wide exposure virally, in the interview "How Coke Create Its Happiness Machine" from mashable.com. If you have not seen the video, you can access it from the article.
Post your response to the following questions to the blog no later than the beginning of class on Thursday, March 24, 2011. (1) Why do you think the Happiness Machine project was a success for Coca-Cola? (2) What are your thoughts about companies using viral marketing to promote its products and services? (3) In your opinion, what differentiates between a successful and unsuccessful viral marketing campaign (in other words, what works and what doesn't)? (4) Provide an example of another company who could benefit from using viral marketing. Why do you think viral marketing would be effective for this company?
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1. I think the "Happiness Machine" project was a success for Coca-Cola because it was way to advertise without using millions of dollars to get the word out there. The whole planning of the video seemed to be pretty well put together.
ReplyDelete2. Companies using viral marketing is a good idea, it gets the users more active with the company or brand and makes a better connection to what they do.
3. The difference between a successful and unsuccessful viral video marketing campaign is how dedicated the company is to making sure people spread the campaign through word of mouth, whether digital or physical.
4. Another company who could benefit from using viral marketing would be RedBull Energy, they could have user posted videos of extreme stunts to get users active in the brand. The brand has a extreme culture around it, so by getting user posted videos online for celebrity airtime the company would be doing no physical marketing on they're own side, more on the user side aspect.
(1) I think the happiness machine was a sucess for Coca-Cola because the video was created in a natural setting portraying normal people going to a drink machine to get a drink. It was easy to relate to, plus it was entertaining to see what was going to come out of the machine next. (2) I think the use of viral marketing by companies is a great idea because it allows for their message to be passed along easier. When friends find something funny or interesting, it is easy for them to send a link to others. This makes viral marketing successful and I think it was a great idea for Coke to do that.
ReplyDelete(3) Successsful viral marketing grabs peoples attention and is easy to pass along to others. If you come across something that is hard to send to your friends or family, you aren't going to bother to share it with them becaue it will frustrate you.
4) I think Apple could benefit fro using viral marketing. With all of the intense technology that Apple has such as the iPhone, they could make something funny and appealing such as funny videos recorded on your iPhone while your out and about. It could show someone posting these videos to friends immediatley. The main thing I think they would have to focus on would be humor to catch people's attention.
1. The reason I think the "Happiness Machine Prodject" was a success for Coke was because its everyone could make sense of the commerical. Its target audience was to everyone. The video also kept you asking what was going to come next out of the machine.
ReplyDelete2.Viral marketing is the best thing a company can do. The cost of the ad is so much cheaper then any other way. If they can market the ad well or get veiws to watch, it can be more popular. People sharing it on facebook or other sites will hit alot more people in there target audience.
3. I think the more popular the company is the more likley it will be successful. More importantly it depends where the ad is shown. I know the more popular the site is the more likley it is to be successful.
4. Any company that is technologically advanced would benefit from viral marketing. This way they can show there newest features or arrivals quicker and a lot less costing.
1)The Happiness Machine project was such a success for Coca-Cola due to their imagination. They were able to think of a cool idea (happiness machine) and work with a brand that most people know. It wasn't necessarily about the free stuff, but the experience the people felt with the machine. Through the video, we all that weren't there feel a sense of enjoyment of watching others being happy.(2) Viral marketing is a concept in which more companies should use to promote their products and services. The internet is widely used 24/7, so viral videos are perfect to grab the attention of future, potential, and customers that you already have. Viral marketing is a way for companies to demonstrate unique ways to grab the attention of their customers.(3)For a viral marketing campaign to be successful, the company needs to know and understand its target market. If the company misses this part, they will never be able to promote their product/service correctly.(4)Apple would be another company that would benefit from viral marketing. Apple is so huge and most people have an Apple product, so viral marketing would be easy. They also have an extremely large target market ranging from young to old. The commercials they have on TV already capture everyone's attention, so if they were to start using viral marketing, their base would be even more larger creating a bigger profit for them in the future.
ReplyDelete1. This campaign was successful because it targeted a college aged population and was unscripted. The concept of "what will come out next" added emotion, and that feeling was the driving force behind the success.
ReplyDelete2. I think viral marketing is a powerful tool for conecting with certain segments. With the continued growth of social media outlets, this type of marketing will play an important role in image and brandname marketing.
3. Viral marketing will be successful if it is unigue and easy to forward to friends. It also has to have some element of emotion that connects with the target segment.
4. Motorola XOOM Tablet would benefit from a viral marketing campaign. The iPad has already primed the market, so XOOM could produce a campaign that would highlight the differences between the two.
1) I think the campaign was very successful, because it focuses on college students or people of that age range.
ReplyDelete2) Companies that use viral marketing have an advantage on companies that do not use it. It is a very powerful advantage for connecting with consumers, since the majority of people know how to get on a computer and the internet.
3) I think viral marketing will become very successful as time goes on as long as it is quick and easy to use.
4)Another product that I feel could benefit from using viral marketing would be apple. They have so many products out in the market that is at a high demand from a variety of age group consumers. I think it would be successful if they use it because like I stated above their products are a high demand with society, and if they use it then they would be able to get their products out to a larger market then what it already is.
(1) This project was successful because it associated Coca-Cola with a good experience. Every time someone goes to the machine and decides what to get who has seen the video will want to get it because maybe this will happen to them or at least remind them of this video which will make them what to get it.
ReplyDelete(2) This is a great way to market to younger people because it is relate-able it a positive way and 3,340,476 people have already seen it so it is definitely making an impact. It shows that they want to make us happy
(3) I think that it was successful in that aspect because it was uplifting and was a really fun video. It was enjoyable the whole way through which they want us to think about their product. What was unsuccessful about the video was that it became a more unrealistic situation as you were watching so then it becomes more of an joke instead of thinking "oh, maybe this could happen" which it became even more unbelievable as the video went on.
(4) Apple would be successful in using virtual marketing because they are extremely capable of presenting a funny but realistic add. There product is already capable of so much and is a success when it comes to those capabilities so I think they could create an even better add that didn't seem so out of reach.
1) The Coke "Happines Machine" was successful because the company was able to create a sense of happiness in people who had no idea what was going on.
ReplyDelete2) Viral marketing is the best way to reach so many people in different segments fast by word of mouth. It helps the company save money by not having to spend millions of dollars for a 30second commercial that everybody may not see.
3) If you want to be successful in viral marketing you got to have something that attracts the consumer. Get on the popular social networks and popular search engines. Unsuccessful viral marketers are the ones who use pop-ups, they don't attract anyone because the first thing you want to do is close it. Also people who use pop up blockers won't ever get to see it.
4). I think Gatorade would benefit from viral marketing. If they had sport people upload there videos from them winning a game or competition after drinking Gatorade I believee that would be successful. Anyone who plays sports and drinks Gatorade knows only the best of the best drink it. I think people would get a sense of high hopes knowing that millions of people watched them do what they do best.
1. I believe that the “Happiness Machine” was such a success because it was targeted at the right people for the idea of a viral video. Also I think it was a success because it was produced in a way that would make it more cost effective.
ReplyDelete2. I think viral marketing is used to unsure that the video will get passed along quicker than normal commercials. Viral videos are much easier to access when passing it from one person to another unlike commercials.
3. A successful viral video has to be set to the correct target. It will be successful if it can be passed quickly and efficiently. The dedication of the company will also show whether or not the viral video will be successful or unsuccessful.
4. I think Gatorade could benefit from viral marketing. They cater to all sports and that would be an easy way to target people. They could be successful with the amount of athletes that are constantly drinking Gatorade; it would be easy for them to show videos that would have them drinking the Gatorade in it. They could also us professional athletes to be in their viral videos of them after a game, a practice, or just having a great time outdoor with friends.
(1) Why do you think the Happiness Machine project was a success for Coca-Cola? I think it was successful because it surprised all the college students. Most college students would love paying for one thing and receiving all the extras.(2) What are your thoughts about companies using viral marketing to promote its products and services? I think that it is a good way to get the word around, because not only is it helping you, it is helping them too. Also, it is a very cheap and easy way to get your name out there. The money spent on the promotions would be saved on the marketing end. (3) In your opinion, what differentiates between a successful and unsuccessful viral marketing campaign (in other words, what works and what doesn't)? I think the number of people that you have to share the inforamtion with and the extent of the promotion you receive. If it takes too long to pass it along to too many people and all you get out of it is a coupon, people may not think its worth it.(4) Provide an example of another company who could benefit from using viral marketing. Why do you think viral marketing would be effective for this company? I think a company such as a Greek Clothing company would work well. Many college students are involved in Greek Life and are always looking for cheap prices on letters. There are so many small online companies that people question whether they are real or not. If they use viral marketing to get their name out there and people receive their first shirt free, then they are more likely to buy from them since they know they are real.
ReplyDelete1)I think the Happiness Machine was a success for Coca-Cola because it was a simple message; they didn’t try to outdo themselves in order to gain popularity. I also think the fact that it wasn’t scripted really helped sell their product. Each reaction was genuine and heartfelt; the group working together to get the giant sandwich out of the machine, the girl hugging the machine and all the faces filled with pure joy. All of the scenarios made you wish you were in that situation.
ReplyDelete2)I think companies using viral marketing is a fantastic idea. Why not interact with your consumers and get them excited about the product? It’s a tool that quickly allows companies to spread the word about their products in an interesting way.
3)I think successful viral marketing gets the point across in a simple, yet effective way and keeps the consumers’ attention throughout the campaign.
4)I think any extreme sport company, such as Vans, DC, Quicksilver, Burton, etc. would benefit from viral marketing. The target market for these companies are teens to young adults, the epicenter of social networking today. This target market likes to be engaged in the action sports, so the companies should engage in promoting their brand with clips of these extreme sports.
1)I think the Happiness Machine project was a success for Coca-Cola because it was real and not scripted. All of the peoples reactions were genuine and unscripted which allowed viewers to relate to the peoples emotions in the commercial. (2) I think it is a very good marketing strategy for companies to use viral marketing to promote their products and services. Viral videos are very cost efficient and reach out to the online demographic. (3) To have a successful viral marketing campaign you must create a video that catches peoples attention, one that will generate numerous views to increase popularity. What doesn't work with viral marketing campaigns are typical informational commercial type videos. When people view viral videos they are looking to be entertained and not necessarily sold something. (4) Another company who could benefit from using viral marketing would be any men's clothing company. Many men simply go out to the nearest clothing store to buy their cloths. Using viral marketing companies could reach a large number of males who spend time online to shop at their stores.
ReplyDelete1.The “Happieness Machine” was successful because it showed normal people having fun with the company’s product (Coke). Designing the video to be unscripted allowed for honest responses from unaware participants, and really makes the video entertaining. The commercial is centered on a magical Coke machine which gives away free things other than just Coke, so it played on viewer’s imaginations as well. Cokes commercial provided viewers and participants with joy and a small escape from their normal lives.
ReplyDelete2.I think viral marketing is a great idea. The internet and social networking cites have allowed almost anyone to access any content they wish with one click. Viral marketing appears to be inexpensive and helps spread the company’s media to millions of people without much resistance or effort.
3.The article the video is embedded in seems to provide good advice on what works and why. I would agree that a commercial that “works” should be funny, short, and easy to remember. This way a person does not need to devote a long time to view the video, and they will remember it because it made them laugh. Too long of a video will leave the viewer board and uninterested. A person who watches a commercial they are not interested in is not likely to pay attention to the featured product.
4.Another company that would benefit from viral marketing would be any workout supplement manufacturer, such as Muscle Milk. Muscle Milk has just begun to show commercials on television and I think it has taken them too long to reach main stream media. The main users of workout supplements are people that enjoy working out, health conscious individuals, and athletes. The target market for these companies is highschoolers to older adults. This target market wants to feed their bodies and help with muscle recovery after sporting events, workouts, or during dieting. Supplement companies could use viral marketing to show people reaching their workout or athletic goals, and contributing their physical performance to the company’s product.
The Happiness Machine project was a success for Coca-Cola because it made a person realize how happy coke can make them which is huge! The excitement spread quickly across the cafeteria just from the reaction of the coke machine. This encouraged more and more students to approach the machine and try it out. I think viral marketing is a good way to promote companies and their products simply because we trust what our peers have to say. If a friend passes along information about a product I am more likely to try it out or use it then I would watch a television ad. A successful viral marketing campaign would be including benefits for everyone in the product. Some companies will say if you refer us not only will you get $10.00 off your next purchase but so will your friend. An unsuccessful viral marketing campaign doesn’t have any or many benefits. Insurance companies would benefit by using this viral marketing strategy especially when insurance is something people really think about. That insurance company can travel quickly through families and friends especially if it comes with a benefit of spreading the word.
ReplyDelete(1) Why do you think the Happiness Machine project was a success for Coca-Cola? I think that the Coca-Cola’s Happiness Machine project was a success because it happens in real life and maybe it can happen to the viewer as well. The video itself is entertaining and made me what to see others coke did its job on standing out. (2) What are your thoughts about companies using viral marketing to promote its products and services? I think that when companies use viral marketing to promote its product and services is good it help the consumer know if the product is liked by others they might like it as well and it never hurts just to be entertained as well. (3) In your opinion, what differentiates between a successful and unsuccessful viral marketing campaign (in other words, what works and what doesn't)? I think that the differentiates between a successful and a unsuccessful viral marketing campaign are two things if it does not show a thing about the product or is over looked and that the marketing campaign did not get attention and passed on. (4) Provide an example of another company who could benefit from using viral marketing. Why do you think viral marketing would be effective for this company? Many companies could use viral marketing places like The Dr. Pepper Company should have one so they stand out on their own because Pepsi and Coke do not produce this brand.
ReplyDelete1. It was a success because it was something unexpected and shocked everyone on the college making the college students laugh as well as the viewers of the commercial. Because it was a funny and unusual story it probably spread around the campus making it in their campus news and then into the local news and became a viral sensation.
ReplyDelete2. It is very effective because if it goes viral then hundreds of thousands of people will be watching it and seing the product. The coke ad shows everyone happy and laughing and when people watch ads they see this and it triggers someone to buy coke in the store without them even thinking about it.
3. What works is it has to be original, funny, touching, and more than a commercial. It has to be entertaining and not just product placement. If people want to show their friends and get a laugh then it is succesfull, and if it doesnt have this then its unsuccessful. A video just telling all the features and things that an item do showing how its the best in the world does not make it go viral. That would have no entertainment value to it and therefore would probably not be a huge internet sensation.
4. I think a company that sells paper, such as staples, should do a funny scene in an office where the color of one type of paper is called 'golden rod', which is a real color name of paper, and is mixed up with something else and the company gets an order of golden rod somethings thats not paper. A large number of employees who work in offices and who print off computers browse the web while working in their cubicles or just when bored and it would blow up because it would be a very funny thing seing staples mix up their order and being very shocked when they get their shipment in of what they believe to be paper, but is very much not "golden rod" paper. All these business people would then percieve staples to be a fun place to buy paper because they see in the commercial staples employees having a weird and hilarious time and people would like to have that same fun, crazy time when doing something as boring as buying paper.
1. I think the ‘happiness machine’ was a success because it showed people really enjoying the fact that they were being given coca cola. If that were to happen to the average person it would make them feel happy.
ReplyDelete2. I think viral marketing is a good idea I believe it works in most cases. For example this you tube video was posted and it drew people to watch it. While they were watching the video it possibly triggered something that would make them want a coke.
3. I think an advertisement that works is one that the majority of the people will relate to and understand. If not many people relate to it then it wont be as successful because it wont draw peoples attention as much.
4. I feel like the rubbermade Tupperware has had a similar ad. It showed peoples frustrations and then how to solve the problem. I feel that this ad was very successful and I believe that many people can relate.
http://www.youtube.com/watch?v=MnAMVEjtTBs
1. I think Coke did a really good job advertising their product. The thought and unique was of marketing it really helped it become successful.
ReplyDelete2. Viral is the best way to go because it can help customers relate better and it's and easier way to sell the product.
3. A successful viral video would be one that gets the point across sufficiently and targets the customer in the right way, not a way to turn them off.
4.I believe Gatorade could benefit from viral marketing the most. If they targeted a group of athletes and made a video about it, it would be very successful.
1) I think the happiness machine was a success for Coca Cola because it was cost efficient and it promoted a down to earth feeling that could relate to a lot of different people. The ad had a unique sense of humor to it that can draw attention to it and make it more memorable.
ReplyDelete2) Viral marketing has worked good in the past for other companies like Burger King. Viral marketing gets the consumer more involved and builds a better connection between the company and consumer. Because the internet is being used so much Viral marketing is something that is becoming more popular.
3) In order for Viral marketing to be successful it has to be easy to access and share to other people. Facebook makes it easy for someone to share a link or a video to a large group of people. If it is something that attracts the consumer and eye catching it can have a positive effect on the company.
4) Companies like Chick-fil-a, Nike, Gatorade, Reebok would benefit from Viral Marketing. Chick-fil-a could play of the cow icon they use. Nike, Gatorade, and Reebok can do different things that involve sports in their strategy and these are already popular brands among a wide market of people.
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