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Case Study: Coca-Cola's Global Campaign November 17, 2010
Jennifer Aaker  Entrepreneurial Thought Leaders Lecture Series
Views: 7645
Creative Commons License
In their quest for an authentic viral campaign, the global soft drink giant gave $50,000 to seven teams worldwide, one of whom created the Coke Happiness Machine. Stanford GSB Professor Jennifer Aaker, shows this popular YouTube video, and talks about how this small investment had big payoff for authenticity, connection, surprise, meaning, and global appeal.

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