Coca-Cola's "Happiness Machine" video went viral not because Coke threw cash at the campaign, but because it focused on making people happy, says senior global brand manager A.J. Brustein. The campaign's success has led Coke to rethink its broadcast-first strategy and to take Web videos more seriously as a major marketing tool, Brustein says. "It really changed the way we create content," he adds.
Published in Brief: