In 2006, Coca Cola created a TV advertisement called the Happiness Factory. It portrayed the animated world inside a soft drink vending machine. Following the global success of the ad, a 3-and-a-half minute film was produced. Various trailers were used, along with movie inspired posters, in order to promote the launch of the film.
Marc Mathieu, the Senior Vice-President of global brand marketing at Coca Cola has said, “Through the short film and other aspects that we have created, including promotional packaging and a brand new online element, we hope that people will have fun with the campaign.”
Coca Cola collaborated with Xbox and made a Coca-Cola skin available for customised dashboards. They also enabled a free download of the Happiness Factory ringtone.
Not only were they able to increase revenue and popularity with this campaign, but, they were also able to reach a greater number of consumers, extending into multiple platforms and continuing to widen the influence of their brand.
Ultimately, this became one story scattered over many channels, creating different points of entry for different audience demographics that fit together to tell one pervasive story. This campaign, in itself, is the perfect example of Transmedia, which is the creation of a unified and coordinated entertainment experience, through the utilisation of various media avenues.