How the "Happiness Machine" changed Coke's ad strategy

04/19/2012 |

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.

View Full Article in:

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Online Advertising Specialist
Tableau Softwarwe
Seattle, WA
Director, Digital Research (Burbank or New York)
Warner Bros. Entertainment Inc.
Burbank, CA
Data Entry and Integrity Coordinator
Interactive Advertising Bureau
New York, NY
Director of Business Development - Denver/New York
Denver, CO
Director of Marketing - Denver
Denver, CO