CorpComms Magazine

Coca-Cola is sending three bloggers to 206 countries over one year to uncover what makes people happy as part of its 'Open Happiness' campaign.

The trio, who will be chosen in an online vote starting today, will visit the countries in which Coca-Cola is sold and blog, post updates on Twitter and add videos to YouTube about their experiences.

They will spend one or two days in each country, kicking off with Madrid on 1 January and ending on 31 December at Coca-Cola's headquarters in Atlanta. Consumers will offer suggestions on www.expedition206.com on what the trio should do when they reach their destinations, which includes 17 countries in their first month and the Winter Olympics in Vancouver.

Adam Brown, director of Coca-Cola's office of digital communications and social media, said: 'It's not about having the Coca-Cola brand first and foremost, centre of the screen. It's about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, happiness and joy.'

Coca-Cola, which launched a new mini can this week, will pay all travel expenses for the bloggers, and a salary for the year.

.

share me: del.icio.us | digg | reddit | Tweet