Case Study: Coca-Cola’s Global Campaign

Jennifer Aaker, Stanford University, GSB

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.