Coca-Cola and digital-advertising agency 360i have set up a Tumblr account, Happiness Is, in a bid to win over teen bloggers with cheerful posts about music, culture and sports. The concept came about after researchers noticed that young Tumblr users generally were remarkably upbeat, Coke marketer Lisa Roebuck says. "Coke can fuel that by adding and sharing happiness that's unique to the brand while remaining appealing to a younger audience," Roebuck says.
Coke targets cheerful teens on Tumblr
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